There's a new top marketer at Allstate. The Northbrook, Illinois-based insurer has tapped Elizabeth Brady, a marketing veteran with experience on both the brand and agency sides, as executive VP-chief marketing, innovation and corporate relations officer. Brady had been senior VP, global brand management at Kohler Co., the home fixtures brand known for its robust in-house creative agency. Prior to Kohler, Brady worked at Publicis and BBDO.
"Opportunities to help lead an iconic company with great brands that embraces innovation do not come along that often," said Brady, who starts in the new role Aug. 3, in a statement.
Allstate's previous CMO, Sanjay Gupta, left the brand last fall after five years in the role.
While Allstate introduced a refreshed tagline, "It's good to be in good hands," in 2016 in an effort to reach younger consumers, the marketer still uses Mayhem, the mischievous character played by actor Dean Winters, in its current commercials.
The brand has worked with Chicago-based agency Leo Burnett for years, but has also tapped 72andSunny more recently. An Allstate spokeswoman says Burnett is the company's agency of record, though its "roster of specialized agencies" includes 72andSunny.
Last year, Allstate spent $296 million on measured media in the U.S., a 14 percent decline over 2016, according to Kantar Media.