(Bloomberg) — Allstate Corp., the largest
publicly traded home and auto insurer, hired Alan Gellman from
Wells Fargo & Co. to oversee marketing at its Esurance
unit.
Gellman will be chief marketing officer, reporting to Esurance Chief Executive Officer Gary Tolman in San Francisco. He held marketing roles for the past 10 years at Wells Fargo, the auto insurer said today in a statement.
Allstate has ramped up advertising spending to win customers from rivals such as Berkshire Hathaway Inc.'s Geico, which advertises using a gecko, an adventurous pig and a camel that loves Wednesdays; and Progressive Corp., which counts on spunky saleswoman Flo. Allstate spent $887 million on ads last year, compared with $1.2 billion from Geico, according to data compiled by SNL Financial.
"I hope to bring more new ideas and energy to the team as we continue our successful marketing efforts and work towards our goal of making Esurance the top choice for self-directed insurance consumers," Gellman said in the statement.
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