Best's Review



Insurance Marketing
Brand New Day

Guardian launches its first major brand campaign in more than 150 years and Allianz to become a Worldwide Olympic Partner in 2021.
  • Lori Chordas
  • December 2018
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Now Is the Time


GUARDIAN LIFE INSURANCE COMPANY OF AMERICA has launched its first major brand campaign in 158 years.

The company was founded in 1860 by a German civil rights lawyer who wanted to create a better life for immigrants.

Over the years, Guardian has done some direct-to-consumer marketing, but the New York-based company is moving in a new direction with a fully integrated rebrand that includes digital, social, TV and radio ads and a new visual identity. The new logo features interlocking rings that symbolize the company's financial strength, the warmth of its approach to customer relationships and longevity that represents the long-term promises Guardian makes to customers.

“Guardian values have always connected with our customers, and they've told us directly that 'to know us is to love us.' But for too many, we've been a silent player in the marketplace,” said Sherry Pudloski, chief communications officer at Guardian. Changing demographics and customer expectations has made this “an ideal time to change that and share more about the company,” she said.

“We were founded to serve the social good and ensure customers have the same insurance as everyone else in their communities. Those values still hold true today and drive everything we do, and that's why we believe the campaign, Everyone Deserves a Guardian, will resonate,” Pudloski said.

Guardian uses an emotional appeal to tell the tales of real people. The 60-second spot uses mini-vignettes that bring those stories to life with an empathetic voiceover that says, “When you care about someone more than yourself, you change, you become stronger, more determined, more courageous. You become part of something bigger. You become a Guardian.”


Going for Gold


PARTNERS: IOC President Thomas Bach and Allianz CEO Oliver Bäte.

ALLIANZ will become a “Worldwide Olympic Partner” in 2021. The partnership will allow the global insurer to provide insurance solutions, such as fleet and property/casualty coverages, to the National Olympic Committees and their Olympic teams and athletes across the world.

Next year Allianz, who will become the International Olympic Committee's 14th top partner, will begin having marketing rights in China, France and Spain.

The partnership will run through 2028 and will cover the 2022 Beijing Olympic Winter Games, the Olympic Games Paris 2024, the Olympic Winter Games 2026 and the Olympic Games LA 2028.

Allianz and the IOC hope to use the power of sport to connect with new audiences via digital channels.

“We're excited about the opportunity to take both teams to the next level—digitally, commercially and globally. Working with the IOC also gives us a new platform to connect with customers, especially the younger generation, in their preferred way to insure and assist them. We're looking forward to moving Allianz into new markets, as well as strengthening our position in existing territories,” said Jean-Marc Pailhol, head of group market management and distribution at Allianz SE.


Lori Chordas is a senior associate editor. She can be reached at

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