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AIG Case Study

AIG's e-business mission is to leverage its strong brand in the insurance industry and strengthen its image as the industry's leading developer and provider of cutting edge online insurance technologies aimed at broker dealers, risk managers, small business owners, and consumers.

A traditional company in a stodgy industry, AIG needed to overcome perception and drive business online without undermining broker relationships.

In order to do so, members of the LandersMadden team positioned AIG's chief e-business officer as the "go-to" industry expert on online Insurance technologies. We also publicized and promoted AIG site capabilities and technologies.

Our efforts resulted in ongoing coverage in insurance and technology trades including Insurance and Technology, Technology Decisions, Wall Street and Technology, Best's Review and Wired. Secured speaking engagements on panels included Business Week's Conference on the Digital Economy and AM Best's Annual Conference. Also, relationships with key Industry Analysts including Jupiter, Yankee, Forrester and Gartner, and a solid partnership with an international content and marketplace site all ensued.

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