Allstate Launches Largest Branding Push to Date

Burnett Returns to Well-Known Tagline, But With a Slight Twist
CHICAGO–Allstate Insurance Co. attempts to distinguish itself by showing its employees on the job in a new campaign from Leo Burnett.
The branding effort, reportedly the largest in Northbrook, Ill., company’s history, breaks during Tuesday’s telecast of Major League Baseball’s All-Star Game. Billings are estimated at $60 million.
“This campaign is trying to demonstrate the personal commitment of our employees,” said Jill Weaver, Allstate’s vice president of advertising and brand management.
Burnett was spurred by research showing many people couldn’t distinguish among the many insurance companies, Weaver said.