The Allstate Insurance Company of Canada feels it is in good hands with new agency partner Fuse Marketing Group.
The Toronto brand activation agency was selected without a review based on a prior relationship with Allstate’s director of marketing, John Jenner (“we have a very good rapport,” said Fuse president Stephen Brown) as well as its extensive experience in the financial services category with longtime client CIBC and former client Royal & Sun Alliance.
“It’s a great financial services addition to our group without being a conflict to our other clients,” said Brown. “[Home and auto insurance] is very tied to data, analytics and understanding consumers’ needs and wants, so it’s a really good marketing challenge – which is they type we always want.
“To take an established brand and get people thinking about it in a new way is a fun creative challenge.”
Fuse’s mandate is to help Allstate meet what Brown characterized as “fairly aggressive” growth targets in Canada – particularly in key regions like British Columbia, Ontario and Quebec.
“It’s a very well respected and known brand in North America with an opportunity to increase its foothold in Canada,” said Brown. “They have strong brand equity in Canada, and now’s the time to turn that equity into greater market share.”
Fuse is charged with leading Allstate’s customer acquisition and retention campaigns for home and automotive insurance, with an emphasis on one-to-one marketing techniques including direct mail and e-mail marketing.
