Diary: Aon loses out on attempt at free PR

What’s in a name? Maybe some free PR. That’s what Aon discovered New Year’s Eve.

What’s in a name? Maybe some free PR. That’s what Aon discovered New Year’s Eve.

What’s in a name? Maybe some free PR. That’s what Aon discovered

New Year’s Eve.



The insurance giant is planning to move into what used to be called the

Amoco Building in downtown Chicago. Though the Aon relocation won’t take

place until 2001, Chicago’s New Year’s Eve festivities included a laser

light show on the side of the building.



Sensing an opportunity for some serious attention, Aon quickly changed

its plans not to place its name on the structure until 2001. ’It was

obviously a good time to do it,’ said Aon VP John Roskopf.



The strategy worked. The Chicago Tribune ran a story on the decision and

the name change got repeated mentions during the night’s coverage.



Not everyone got the message, however. Last week, a Trib columnist noted

that local station WGN and the Chicago NBC affiliate kept referring to

the esteemed edifice as the Amoco Building. Hey, at least they didn’t

refer to it by its original name, the Standard Oil Building.



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