Allianz has appointed Carolyn Rich (pictured) as director of brand in the UK with immediate effect.

As UK brand director, Rich is tasked with crafting a comprehensive brand strategy that spans the insurer’s personal, commercial, and specialty segments in Britain. She will be in charge of all Allianz brands in the country, including LV= General Insurance and Petplan.

Since joining Allianz in 2013, Rich has ascended through various leadership roles within the brand and marketing function. She most recently served as head of market management for Allianz Commercial.

Outside Allianz, Rich’s credentials include time spent founding and managing Enrich Communications, a marcomms consultancy, and occupying marketing positions in the non-profit sector, notably with Barnardo’s.

Commenting on the new senior leadership post, Allianz Holdings chief executive Colm Holmes said: “Carolyn is a dynamic leader with a track record of creativity and success – both at Allianz and in the branding and marketing world.

“She is the perfect fit to bring more of our multi-branded story to our consumer and business clients, and to the wider market.

“Our creation of this senior role reflects the passion and importance we attach to building our brand. We are also looking forward to an incredible summer of sport as official worldwide insurance partner of the Olympic and Paralympic movements.”

Rich will be reporting to Allianz Personal managing director Serge Raffard, who lifted the lid on the branding initiatives.

“Allianz is a highly trusted and globally recognised brand, and we have ambitious plans to develop it across many parts of our business into a household name,” Raffard stated.

“[The LV= Broker] rebrand is the latest move in a series of strategic advances for the Allianz brand in the UK and is a new chapter for our personal lines broking business. What won’t change is our passion and care for our brokers and their customers. We will always draw on our deep experience and expertise to shape and deliver the best solutions.”

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