Aflac's First CMO Defends Its Loyalty To The Duck

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For the first time in its 51-year history, insurance provider Aflac has hired a chief marketing officer, Jeff Herbert, 46. Herbert, who started earlier this month, held executive marketing positions at Kraft, Campbell Soup and The Coca-Cola Co. before joining The Zyman Group in Atlanta in 2004. Last week, he met with the agency that created Aflac’s iconic duck, Publicis’ Kaplan Thaler Group.



Adweek: Why did Aflac decide to add a CMO to the marketing team?

Jeff Herbert: They have to date been managing [rapid growth] without folks that have a significant marketing background.





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