Allianz deepens brand focus with new leadership role

Alex Sword


The Financial Services Forum

Allianz has appointed its first ever Director of Brand, who will look to further the firm’s focus on building its brand in recent years.

Insider Carolyn Rich will lead the firm’s strategy across its brands, including LV=, General Insurance and Petplan.

She will look to develop an overall brand strategy across the personal, commercial, and specialty businesses.

Carolyn has worked at Allianz since 2013, holding leadership positions across brand and marketing. She has also worked at her own marcomms consultancy and in charity roles.

Colm Holmes, CEO of Allianz Holdings, said: “Carolyn is a dynamic leader with a track record of creativity and success – both at Allianz and in the branding and marketing world. She is the perfect fit to bring more of our multi-branded story to our consumer and business clients, and to the wider market.

“Our creation of this senior role reflects the passion and importance we attach to building our brand. We are also looking forward to an incredible summer of sport as official worldwide insurance partner of the Olympic and Paralympic movements.”

This week also saw Allianz rebrand its personal lines broker business from LV= Broker to Allianz, affecting 750,000 customers following the rebrand in March of the digital motor insurance business Flow.

Recent years have seen Allianz focusing on enhancing the value of its brand through a One Brand Strategy, bringing together its various businesses under a purpose-led master brand and sub-brands.

It has also looked to make the brand more tangible and trusted through deeper engagement with customers, while building profile with partnership and sponsorship activities such as with the Olympics and Paralympics.

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