Incredible year for insurance marketing
Insurance is exciting; it hangs out with the stars; supports the biggest and best football teams; has created a new character that has captured the hearts of the nation and parties with the odd rock star. Andrew Tjaardstra , editor of PB , writes about decision by Aon to replace AIG as the sponsor of Manchester United and the launch of Aviva.
Aon and Man U
Aon's decision to sponsor Manchester United, replacing AIG, has shocked the insurance world. Since when does a commercial insurance broker have the nerve to be so high profile and so confident with its money? Vodafone, yes; AIG, possibly, but Aon? No details were announced but is thought to be one of the most expensive sponsorship deals of all time with reports suggesting that £20m is set to be spent by the broker each year for four years. Although we will have to wait until next year to see Manchester United's shirts with Aon's logo, as the AIG deal runs it course.
Aon should be congratulated for finally putting commercial insurance broking on the map, but it is a shame they had to wait until the worst economic crisis in a generation and at a time when it is cutting back its pension contribution. David Gill, the United chief executive, appears to know Aon well as he commented at the announcement of the deal: "We are delighted to be entering such an important relationship with a company of the stature of Aon and to have its logo adorn our shirts from the start of the 2010-1 season." Although he would say that given how much Aon is about to pay his football club. "It is a unique opportunity when two leaders in their respective fields can come together in a partnership such as the one we are announcing today," added Greg Case, president and chief executive officer of Aon.
Norwich Union . . . Aviva
Aviva is still in the middle of the largest rebrand of all time, and its latest set of adverts tells us the company is being built around . . . us. Aviva has made a splash and it appears unrepentant about the money it has spent. In a world where we are bombarded with images left and right centre standing out above the crowd is so much easier with pots of money and some high level celebrities or football clubs, or indeed something like a Meerkat.
Despite the economic climate, many marketing executives in insurance are still enjoying themselves with the chief executives apparently increasing rather than decreasing their budgets. Good luck to them.
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