Always safe, always happy
Swiss Life wants to regain trust in its pension business
entenanstalt/Swiss Life wants to regain trust for its pension businessR The current popularity of Rentenanstalt/Swiss Life is hardly enough to achieve top rankings. What the brand value cannot express in francs can be seen in the share value. Despite focusing on its core business, Switzerland's most potent life insurer is one of the biggest losers of the stock market year in the SMI (minus 80%, 29. 10. 02). The erosion of equity goes hand in hand with an erosion of confidence. It began with the battle over the minimum interest rate in the BVG business and reached threatening dimensions due to further "faux pas". In this environment, the Metzgerlehner agency has taken on the challenge of communicating a realignment of the insurance company with an integrated image campaign: with tried and tested images such as proud fathers, happy children and bobbing sailing boats. page 6
