MINNEAPOLIS: Allianz Life Insurance Company of North America is
planning a $2 million PR campaign to increase its name
recognition and promote a new product offering to consumers and
insurance agents. Newly appointed agency Weber Shandwick Worldwide has
four people working on the account.
Allianz, the US arm of Germany's Allianz AG, hired the Minneapolis
office of WSW to work on brand building and media relations. PR efforts
will target consumer, business, and financial press, as well as the
independent agents who sell Allianz insurance. Weber is also working
with Allianz's various business units on PR projects.
Spending with WSW is only a portion of the $2 million PR budget,
said John McKay, SVP of corporate marketing and communications.
Allianz will also sponsor a senior professional golf tournament, the
Allianz Championship, to be held in Des Moines, IA from September
McKay has been building the now 60-person marketing and communications
department since taking his position at Allianz late last year. The
company had done virtually no PR since acquiring Life US Holding in
1999, but decided that with the integration of that acquisition
complete, it was time to raise its profile with US consumers, according
The new PR push is part of a $20 million marketing campaign that
includes ads for a new product, Allianz's Life Fund, an insurance that
pays people during such events as prolonged illness.
McKay's internal staff is working on employee communications efforts
that include the planned September 26 unveiling of a 105-foot square
banner featuring pictures of all 1,800 employees. The banner will hang
from the company's new suburban Minneapolis headquarters, which faces a