Eagle Star repositioned in Zurich rejig

Zurich Financial Services is pulling its general insurance brand, Eagle Star, out of independent financial advisers and positioning it solely as a consumer brand. A new tagline, ’No-nonsense insurance company’, will feature in future advertising.

Zurich Financial Services is pulling its general insurance brand,

Eagle Star, out of independent financial advisers and positioning it

solely as a consumer brand. A new tagline, ’No-nonsense insurance

company’, will feature in future advertising.



The decision is part of a wider reshuffle that has seen the company pull

its Zurich insurance brand out of the consumer market to sell its

products exclusively through independent financial advisers.



Sandy Leitch, chief executive of Zurich Financial Services, said the

decision was informed by research which ’confirmed the strength of the

Zurich reputation among intermediaries, and the popularity of the Eagle

Star brand with consumers’.



The strategy follows a pounds 33bn merger between the Zurich Group and

British American Tobacco’s financial services arm, which created Zurich

Financial Services last year. The merger has also brought the Allied

Dunbar brand into the fold.



Eagle Star Life will remain the firm’s specialist pensions brand, sold

through independent financial advisers.



Despite the new tagline for Eagle Star, the company is undecided about

its future ad strategy, leaving both Ogilvy & Mather (Eagle Star) and

Grey (Allied Dunbar) in limbo.



Zurich’s decision to adopt a hybrid brand strategy is at odds with its

rivals. Axa is taking a unitary route in establishing a single global

brand, while the CGU and Royal Sun & Alliance brands are the result of

mergers.



Leitch said the multi-brand approach will offer competitive advantage

and believed it had been ’incredibly successful in other industries’.