Allstate steps into Canadian ad spend war

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TORONTO, Ontario -- Insurance agency Allstate Canada has kicked off an ambitious repositioning campaign to re-establish itself in an insurance market that has seen ad spending explode.

"The insurance market is a war zone and Allstate is back big-time," says Richard Groves, vice- president at agency Leo Burnett in Toronto, which has had the Allstate Canada account for 40-plus years. "This is a rebirth," says Groves.

Total ad spending in 1996 for financial services and insurance in Canada jumped nearly 28% to about $200m and Leo Burnett touts this campaign as the largest in recent years from a Canadian insurer.

It features radio, print, direct mail and a new Canadian Web site that offers on-line price quotes as well as a locator for finding the nearest Allstate agent. Allstate's tagline, "You're in Good Hands," is used throughout the campaign.

Allstate is "in the top 12" among insurance companies in Canada, which has seen ad spending take off following industry deregulation several years ago.

Copyright October 1997, Crain Communications Inc.

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