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Aflac Gets Its Sales And Marketing Ducks In A Row

Brandweek, Wednesday, February 14, 2007 11:30 AM

Jeff Herbert, who joined Aflac as its first CMO last October, is centralizing sales and strategic operations under its marketing department. He has also created a business-to-business marketing practice. The latter will begin outreach to corporations about its workplace disability insurance and other services.

Herbert says the changes would enable the sales, product-marketing and channel-marketing groups to become more consumer- and product-focused.

Publicis Groupe's The Kaplan Thaler Group--which has handled Aflac's advertising since 1999 and created the iconic duck that quacks the company name in commercials--will continue as its agency for mainstream advertising and "other projects." But Alflac is also looking for agencies with expertise in Hispanic and business-to-business marketing.

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