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Generali Pilipinas’ 2005 Brand Awareness Campaign

Italian insurer Generali Pilipinas launches its brand awareness campaign in 2005 through its “Partners” print ad series. Highlighting its strong international affiliation and solid local partnership, the campaign aims to generate awareness for the Company as it sets it sight on capturing substantial market share in the local insurance industry.

The “Partners” Ad leverages on Generali Pilipinas’ strong relationship with formidable local players - the SM Group of Companies and Banco de Oro (BDO) Universal Bank. This affinity with reputable local players is one advantage the Company draws on to affirm its long-term presence here in the Philippines.
The SM Group of Companies, through its founder Henry Sy, made its mark on Philippine commerce through the shoe retailing business. SM is a byword in the Filipino consumer’s home as it operates most of the nation’s largest shopping malls. With its purchase of Acme Savings Bank, which was later renamed Banco de Oro, it has built a bank network of over 170 branches across the Philippines and over P158 billion in assets as of September 2004.
Generali Pilipinas is also backed by its Asian partner Jerneh Asia Berhad, a member of the Kuok Group, one of Asia’s most diversified conglomerates; which is renowned in the Philippines for the Shangri-La Hotels and Resorts.

Further strengthening the strength of Generali Pilipinas is its being a part of the global Generali Group, Italy’s largest insurer, the 4th largest insurance group in Europe, the 5th largest insurance group in the world, and the 29th largest corporation in the world in revenue based on Fortune 2004 rankings. Today, Generali is one of the biggest and strongest companies in the world, which comprises over 100 insurance companies operating in over 40 countries in 5 continents.

The Company’s “Partners” brand awareness campaign is just the first among its many initiatives that will strengthen its brand positioning in the Philippine insurance industry.