Brand Overview

The business-winning Aflac Duck campaign that we created and the brand expanding effort we led fro over 12 years - including all aspects of digital and social media - is in textbooks, the Harvard Business Review, on the Advertising Walk of Fame and top of mind of consumers. Aflac was little known brand with 30% awareness, after having spent $40 million a year fro 10 years. In just two years of the duck campaign, Aflac went from a $4 billion to an $11 billion company, and as the EO to ld NBC. “all that changed was the advertising.”

This highly successful campaign continues to this day.

Click here to see our interview for the Advertising Icon Museum. For those of you with a short attention span, you can find us at 3:19 in.

Aflac never had a business to business campaign until we suggested a B to B effort using the duck in a different way. They immediately were sold. Soon after the campaign broke, Aflac saw huge increases in the number of businesses offering Aflac to their employees.


Brokers control a lot of the action in the insurance business. However, Aflac's business model was based on their own sales force driving sales. This resulted in a still-thriving relationship for Aflac and insurance brokers.


Web Site

We were the creative directors of the relaunch of the Aflac website, to now include the unflappable Aflac duck throughout the engagement with the site.
The duck served as a facilitator and educator  to help customers understand the benefits of Aflac.
We created entertaining and interactive animated pages, with visitors learning more with each click-through. 
The success of this effort was immediate when it came to the additional time that people now spent on the site. 
The content was also incorporated into the duck’s Twitter feed and Facebook and Instagram pages.
The website won two Webby awards, including a Webby People’s Choice award. It was also a Hive Award winner (User Experience), Hive Award Honorable Mention (Design)  and Telly Bronze winner (Use of Animation).  Here is a sample of the 40+ animations on the site:

From catastrophe to Titanium Cannes Winner. When longtime voice of the Aflac Duck, Gilbert Gottfried tweeted distastefully after the tsunami in Japan (where Aflac has 80 percent of its business), Gilbert was fired. How to save the duck and find it’s new voice? A huge multi-platform effort relying heavily on social media, resulted in a nationwide search for the next voice of the Aflac duck (meaning Tom and Eric listened to every single one of the 12,371 voice auditions!) before settling on one from Hugo, Minnesota.