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
Leitch said the multi-brand approach will offer competitive advantage
and believed it had been ’incredibly successful in other industries’.