Allianz creates brand director role to lead UK charge
German financial giant Allianz has made its latest move to make its brand as well known in the UK as it is in Europe appointing its first UK brand director to lead efforts to achieve “household name” status.
The company has promoted former =LV marketing director David Radford to the role and he will oversee and co-ordinate brand strategy across its general insurance, investment and corporate banking businesses.
He is currently director for retail market management and is said have been responsible for the company’s summer push, its biggest UK campaign for several years, that attempted to demonstrate the breadth of insurance services it offers and the scale of its global operations.
Allianz has been stepping up marketing activity over the last 12 months in the UK to build awareness, striking a deal to sponsor Rugby Union team Saracens in 2012 and securing naming rights to the Premiership team’s stadium, Allianz Park.
It has about 78 million retail and corporate clients in more than 70 countries and has a large presence in countries such as Germany, the US and Spain but a comparatively small operation in the UK.
Radford says: “I’m delighted to take on this new role, which reflects the group’s ambition to develop the Allianz brand in the UK, and recognises the shared benefits to be gained from the UK companies collaborating as ‘One Allianz’.
“We have already taken the first steps towards raising our profile in the UK and I look forward to the challenge of building a stronger brand in 2014 and beyond. This is an exciting time to be working at Allianz.”
