AIG
DEVELOPING AND ENHANCING A CONSUMER BRAND

The challenge: AIG approached WINS to develop, test, launch, and enhance their consumer brand.

The solution: Working in partnership with the AIG Marketing & Communications team and ad agency, WINS employed a range of quantitative and qualitative methodologies, including interviews with senior executives and distributors, consumer focus groups, telephone surveys, interviews with brokers, and extensive advertising testing.

The result: The resulting campaign was enthusiastically embraced by all business units and went on air in March 2003. WINS now tracks awareness of AIG advertising, assesses its effectiveness in enhancing AIG’s brand image, and advises the company as it responds to ongoing marketplace developments.

Research tools:
Brand Development and Extension
Brand and Communications Tracking
Corporate Reputation Assessment
Message Development and Optimization
Advertising Testing
Segmentation and Targeting Studies

aig american general

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