Insurance marketer Allstate is doing damage control. Its new ads show how the industry worked in the wake of criticism involving Hurricane Katrina claims. The ads, which will appear primarily in
The Wall Street Journal through year's end, point out how business and governmental leaders can work together to improve the industry. The first ad declares insurance to be "the oxygen of free
enterprise. You probably don't spend a whole lot of time thinking about insurance," reads the headline over an illustration of a man tiptoeing among banana peels. "But try doing anything without it."
Additional ads in the campaign, created by Publicis Groupe's Leo Burnett in Chicago, will highlight teen driving safety, the use of consumer-credit history in insurance pricing, and deregulation in
the industry. "It proposes the concept of insurance as a driver of the economy," says Lisa Cochrane, vp-integrated marketing communications at Allstate. "It helps people understand the value of
insurance." Allstate has taken hits in the media for discontinuing wind and hail coverage for about 30,000 policy holders in Louisiana. That coverage, however, will be picked up by another company,
reports
Best's Insurance News. Allstate has more than 1,200 hurricane-related complaints filed against it in Louisiana, according to
BIN.
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