The Allstate Corporation : advertising and marketing assignments

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Selected Allstate advertising

Allstate Insurance remains one of America's largest personal lines insurers, but has lost ground in recent years to rivals. For 2017, it slipped into 4th place in both property & casualty and private passenger insurance, according NAIC figures. The main Allstate brand is offered via a national network of around 10,300 local branded agencies. Two separate divisions, Allstate Financial and Allstate Bank, offer a wide range of other financial services, and the group also markets property and casualty cover through independent resellers under the Encompass brand. Secondary brands include online direct insurer Esurance, brokerage Answer Financial and consumer appliance protection plan insurer SquareTrade. In recent years, Allstate's position as a shareholder-owned corporation instead of a mutual association has forced it to raise premiums with an inevitable impact on its market share. Thomas Wilson is chairman & CEO. Total revenues in 2017 were $38.5bn. It had around 21.5m policies in force. The company is widely recognised for its marketing, fronted for many years by the African-American actor Dennis Haysbert. In 2010 a new character, "Mayhem" (played by actor Dean Winters), fronted a series of comic ads depicting potential insurance risks. Allstate was actually founded in 1931 as a wholly owned subsidiary of Sears Roebuck, named after one the best-selling automobile tires in the retailer's catalogue. In 1950, the company adopted the marketing slogan "You're in good hands with Allstate", which it continues to use to this day. Sears issued an IPO in Allstate in 1993 in what was then the largest offering in US history, and spun the business off entirely in 1995.

Capsule checked 17th August 2018

Which agencies handle advertising and marketing for Allstate? Find out more from Adbrands Account Assignments

Who are the competitors of Allstate? Key competitors are State Farm, Zurich/Farmers, Liberty Mutual and Nationwide in homeowner insurance, and Progressive and Geico in auto insurance. See Financial & Insurance Sector for other companies

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Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 16th Aug 2018: Ads of the Week "Surprisingly Painless". "Whatever happened to Dennis Quaid, the highly likeable star of 80s sci-fi romp Innerspace?" That's what the creative team at Leo Burnett Chicago was asking itself when batting around ideas for a rebrand for Allstate's second string insurance brand Esurance. So here he is in an enjoyably self-mocking campaign that is itself also highly likeable. Quaid does a fine job of poking fun at himself and the advertising industry in general. And let's face it, there's nothing ad industry insiders love more than ads about ads. 

Adbrands Weekly Update 12th Feb 2013: Leo Burnett Chicago's "Mayhem" ad series for Allstate Insurance reaches some sort of crescendo in this epic ad, made for the Super Bowl, but pulled at the last minute. Why? As if there wasn't enough mayhem already at the game - not least a power blackout in the second half - Burnett couldn't condense this 60-second ad to fit the 30-second spot it had booked, so they re-ran an old commercial instead.


Historical profile information for Allstate


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