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In this episode of Brand Masters, presented by the AANA and B&T, we sit down with Laura Halbert, Chief Customer and Marketing Officer at Allianz Australia.

With over 25 years in financial services, Laura has led marketing and brand transformations across CBA, ANZ, ING and Zurich. At Allianz, she’s spearheaded the launch of the bold new brand platform Care You Can Count On and the emotive campaign The Flight of the Finch.

Laura shares how she uncovered Allianz’s true brand soul of care, the insights that shaped the campaign, and what it takes to stand out in a crowded, often “low-interest” category like insurance. She also talks leadership lessons, building genuine agency partnerships, and why marketers should never forget their training.

In this episode you’ll learn:

Why distinctiveness matters more than awareness in insurance marketing
How Allianz built a brand platform grounded in care and customer truth
The process of turning an eagle into a distinctive brand cod
Laura’s perspective on leadership, transparency, and energising teams.
The role of emotion in creating resonance and trust

This episode is the last from series one. Stayed tuned for series two.