Allianz plans #225m global branding blitz.(Allianz Aktiengesellschaft Holding )

German insurance giant Allianz is more than quadrupling its global advertising budget to #225m a year as it prepares a three-year marketing blitz.

Allianz, which this week dropped the Cornhill moniker from its UK operations, says it will spend E1bn (#680m) over three years on a global advertising campaign. A UK spokesman says the move will "undoubtedly increase overall brand awareness in the UK" where budgets have traditionally been very small.

The move to create a global awareness campaign mirrors the strategies of its competitors, such as Zurich which in 2005 launched the Publicis- created global strapline and campaign "Because change happenz".

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