Esurance bets on smart risk-taking

This event report covers Esurance's approach to taking calculated risks as it strives to outmanoeuvre larger rivals within the auto insurance space.

Esurance bets on smart risk-taking

Geoffrey PrecourtWarc

Alan Gellman has moved from one of America's largest brand owners to a much smaller organization.

But after 14 months in his post as CMO of Esurance – a subsidiary of Allstate with 3,500 employees – he has notches for two Super Bowl spots on his marketing belt, something he was unlikely to achieve at his previous employer, Wells Fargo – a firm boasting 275,000 employees, and where Gellman spent ten years, the last six as svp/digital marketing.

The smaller enterprise brings "flexibility," he told a "CMO Perspective" opening-day audience at the...

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