John Mack

American National Insurance Multiple Line needed a comprehensive brand strategy and brand standards. These fundamentals would ensure continuity so that all B2C and B2B communication met the highest standards.

The process began with the design and implementation of rigorous primary research to glean critical insights. A strategy was then developed, which became the cornerstone for their new brand architecture, a new tagline - Smart Thinking, Rewarded. - and a wide range of tactics.

Additionally, John and his team developed:

• An American National agent recruitment strategy and campaign.
• Digital messaging tactics for lead generation.
• A campaign for their industry leading cashback program.

Projects

Brand book

Promotional video (:20)

Cashback campaign

This animated, online campaign is called Side By Side. It promotes the fact that American National’s Cashback℠ program offers more cash back than others.