How Aflac's duck was created

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Duck Quacking News

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In early 2000 when insurance company Aflac (AFL) was attempting to increase its brand recognition, which at the time was hovering around 11%, longtime CEO...

was attempting to increase its brand recognition, which at the time was hovering around 11%, longtime CEO Dan Amos decided to take a risk. He took a bet on an advertising campaign that featured two men on a park bench talking about insurance, featuring a duck quacking, “Aflac.” The concept was created by advertising agency The Kaplan Thaler Group, after two of its creative agents were sitting around a lake in Central Park discussing ad campaign options for the company.

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