Allianz Marine and Transit Underwriting Agency combines the global strength and worldwide network of the Allianz Group with the understanding, flexibility and responsiveness of a specialist business. AM&T develop, and more importantly deliver, solutions for brokers’ marine and transit risks.

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Challenge

BrandMatters has worked with Allianz Marine and Transit Underwriting Agency to clarify and articulate their brand in the future. The following challenges were identified;

  • A sense of confusion of Allianz Marine and Transit as a niche division of Allianz
  • Ongoing confusion about the role Allianz plays in each of the service offers
  • A lack of awareness of the brand both in Australia and in NZ
  • New team members feeling unsupported in new business development
  • Existing staff unclear as to what these changes mean to them
  • An unclear offer for the larger corporate market

Approach

Through a series of depth interviews and research, BrandMatters uncovered what was important to AM&T’s most valuable clients, what was important to the team and what was missing in terms of clarity, vision and service offering. 

The key points that came out of the research were in relation to specialised knowledge but also the strength and security of being backed by the global strength of Allianz. 

The new brand needed to reflect their independence but also still clearly demonstrate a link back to Allianz. 

Outcome

The new AM&T brand confidently reflects the growth of the business and ensures brokers and their clients both big and small can feel secure and confident that, in AM&T they have a trusted partner in the complex world of marine and transit insurance.

As part of the solution AM&T also engaged BrandMatters to facilitate the roll out of the new brand both internally and externall. As part of BrandMatters unique BM Inside offer – a dedicated resource from the BM team was posted to AM&T 2 days per week for three months to ensure a smooth and efficient roll out. 

Along with new signage, brochures, product disclosure statements, policy documents, point of sale material such as banners and merchandise AM&T also launched two new websites (an Australian and New Zealand dedicated website).  All of this was completed within the three-month period by our BM Insider.