Allianz launches major push to become a ‘household brand’ in UK

German insurance giant Allianz is to launch a major marketing push in the UK as it looks to make the brand as well known here as it is in Continental Europe.

Allianz ad

Outdoor, press and online activity, breaking tomorrow (1 June), will attempt to demonstrate the breadth of insurance services it offers and the scale of its global operations – 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.

One ad will feature images of the sport’s stadiums it has the naming rights for across the world including Champions League winners Bayern Munich’s Allianz Arena. Another the Golden Gate Bridge in San Francisco, which it insures.

Allianz has been stepping up marketing activity over the last 12 months in the UK to build awareness ahead of this campaign, striking a deal to sponsor Rugby Union team Saracens last year and securing naming rights to the Premiership team’s stadium, Allianz Park.

Chief executive Andrew Torrance says he wants to make Allianz a “household name” in the UK.

“Building a stronger Allianz brand in the UK is an important component of our strategy to grow Allianz Insurance significantly over the next five years. Our aim is to get the Allianz brand as well known in the UK as it is on Continental Europe,” he adds.