Branding Strategy Focuses on Positioning American General as Premier Provider
of Lifetime Financial Solutions
HOUSTON, Oct. 15 /PRNewswire/ -- American General (NYSE: AGC) today
announced the launch of its first-ever national television advertising
campaign. The campaign will debut during the 1998 World Series beginning
Saturday, October 17, 1998. The advertising, which is designed to
differentiate American General in the highly-competitive financial services
marketplace, positions the company as a dynamic leader, focused on achieving a
major strategic goal: to become the nation's premier provider of lifetime
financial solutions.
"The role of a strong brand identity in building greater awareness of our
competitive position in the marketplace has never been more important," said
Robert M. Devlin, chairman and chief executive officer. "Consumers today are
looking for help in navigating through the complex financial planning process
and in selecting from the myriad of products and services available. They're
looking to an industry leader they can trust in providing for their children,
funding a college education, or being able to live comfortably in retirement.
For 12 million Americans, that company is American General Financial Group."
The campaign, created by Grey Advertising, is uniquely American,
highlighting great American authors, leaders, and thinkers such as Mark Twain,
Abraham Lincoln, and Emily Dickinson. The campaign's theme, "Go confidently
in the direction of your dreams ... Live the life you've imagined," is
inspired by writer and philosopher Henry David Thoreau.
The World Series launch includes two 60-second and two 30-second
television spots that blend notable quotations with a montage of images that
capture the dreams and aspirations of every American in achieving a secure
financial future. Additionally, American General is the exclusive sponsor of
the 1998 World Series "Season to Remember" vignettes produced by Major League
Baseball, and sponsor of the title-clinching post game show to be aired on
FOX.
Beyond the World Series, the "Live the life you've imagined" media
schedule employs national cable and network television, featuring select high-
profile, marquee college and professional sporting events that provide
continuous presence and reach of target. One such college sporting event --
The American General Music City Bowl -- will air on ESPN from Nashville on
December 29, 1998. The print version of the campaign will appear in many of
the nation's leading business, trade, and community publications. American
General has budgeted up to $24 million to support its national advertising
campaign over the next 12 months.
American General conducted extensive market research in an effort to
identify the key branding characteristics to be developed in the campaign.
Strength, stability, and trust emerged as the most relevant branding traits
and formed the foundation of the creative process that lead to the "Live the
life you've imagined" campaign.
American General Corporation is one of the nation's largest diversified
financial services organizations with assets of $101 billion and market
capitalization of $17 billion. Headquartered in Houston, it is a leading
provider of retirement services, life insurance, and consumer loans to
12 million customers. American General Corporation common stock is listed on
the New York, Pacific, London, and Swiss stock exchanges.
SOURCE American General Corporation
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Related links:
http://www.agc.com
Company News On-Call:
http://www.prnewswire.com/comp/114643.html or fax,
800-758-5804, ext. 114643
CONTACT:
Investors: David W. Entrekin, Vice President
- Investor Relations, 212-446-3109, or Media: John E. Pluhowski,
Director - Corporate Communications, 713-831-1149, both of
American General Corporation
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