Aflac’s CEO Explains How He Fell for the Duck

by Daniel P. Amos

Daniel P. Amos became the CEO of Aflac in 1990, making him one of the longest-tenured CEOs in the Fortune 500. Since 2001 he has also been Aflac’s chairman.

The Idea

Ten years into an ambitious advertising campaign, Aflac still had low name recognition. Would a noisy duck do any better?

The Aflac Duck is a rock star in Japan. That’s the only way I can describe how big he has become there. In a down economy, Aflac Japan’s sales increased by 12% in 2003, the year we introduced the duck. Today we insure one out of every four Japanese households and are the leading insurance company measured by number of policies in force. We took that title from Nippon Life, which had held it for ...

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