Breaking category conventions for AIG Japan

  • As part of a major re-structuring of the company, AIG Japan Holdings came to Flamingo for help in understanding the existing equity of their businesses, how consumers navigate the insurance category, and the implications of long-term cultural shifts in the way that risk and insecurity are perceived and handled

    We helped the marketing and management team create a powerful value proposition for their post-merger business that would speak to customers, commercial partners, and the company's internal culture

  • As well as bringing to life our customers, they helped us think about the insurance category in Japanese culture in whole new ways. Their semiotic work in particular was revelatory

    Matthew Walker, CMO