Allstate's CMO resigns
Mark LaNeve, the CMO of Allstate, has resigned for “personal reasons,” Paul Marrone, Allstate's director of media relations and issue management, confirmed to Direct Marketing News. LaNeve was responsible for the insurance provider's “Mayhem” advertising campaign.
Marrone said that the roadmap for Allstate's marketing strategy will not be affected by LaNeve's departure. “There will be no change,” Marrone said. “As [Allstate CEO] Tom Wilson stated yesterday, we have a strong leadership team and our strategy will remain consistent, focused on providing differentiated products and services.”
Marrone also stated that “in the interim,” Lisa Cochrane, Allstate's SVP of marketing, who had previously reported to LaNeve, will report directly to Wilson.
LaNeve joined Allstate in 2009 from GM, where as VP of sales, service and marketing he oversaw branding and sales efforts for eight GM brands. At Allstate, where his full title was CMO and senior EVP of agency operations, LaNeve spearheaded Allstate's “Mayhem” campaign, featuring actor Dean Winters. The campaign was designed as a corollary for the more-staid TV spots featuring actor Dennis Haysbert. LaNeve worked alongside advertising firm Leo Burnett in Chicago, which has been Allstate's agency of record since 1957.
LaNeve's resignation, which he told the Chicago Tribune was due to complications involving his twin autistic sons, comes at a time of fierce competition within the insurance industry. In recent years, insurance providers have been bolstering their marketing campaigns by expanding into new channels.