By Jared Crain, Campus Carrier Deputy News Editor

Dan Amos, CEO of Aflac, gave a lecture on international strategies and ethical practice of business on Sept. 29 in the Krannert Ballroom

Dan Amos, CEO of Aflac, spoke to students and alumni on Sept. 29 about the ethics and international success of his insurance company and what it takes to transform a business to meet contemporary challenges.

Amos said that through his insurance company, he hopes to demonstrate the importance of ethical practices in business.  Aflac attempts to be as transparent as possible in policies and sends much of their proceeds to the Aflac Cancer and Blood Disorders Center and local cancer centers.

Amos explained that when he took over as the CEO of American Family Life Assurance Company (Aflac) in 1990, he and his family had minimal insurance experience and the name recognition of their company grew very slowly.

Between 1990 and 2000, Aflac’s name recognition rose only from 2% to 10% In other words, in 10 years only 10% of people polled recalled the company’s name after watching the commercials. Amos knew he had to do something dramatic in order to ensure the success of the insurance company.

Ironically, the idea of the iconic Aflac duck was born when a New York agency hired to pitch the company was struggling to even remember the company name. They had quizzically repeated Aflac over and over again until someone said that it sounded like a duck was quacking. They then pitched the idea.

Amos decided to take a chance and run with the duck idea. But when he told the story of the duck that quacked Aflac to others, all he received were blank stares.

“I bet my entire career on a damn duck,” Amos said.

However, the new Aflac duck commercial became popular at an astonishing rate compared to those in the company’s past. In just five years, Aflac’s name recognition escalated from 10% to 80%. Today, the company’s name recognition is higher than 90%.

Amos explained that he didn’t want to limit the success of the Aflac duck to America alone, but wanted to expand internationally. He decided to take it to Japan.

The distinct cultural difference between America and Japan made it difficult to sell the duck idea initially.

“We didn’t want to go there and be American,” Amos said. “We wanted to try to adjust to what they want. Diversity is very important and it made Aflac what it is today.”

With this theory in mind, Amos realized the duck had to be quieter and the commercials less abrasive in Japan. Finally, he succeeded in spreading the popularity of the duck to international Japanese culture with a calmer Aflac duck commercial. Now Aflac is the number one provider of cancer and medical insurance in Japan, and it covers one in four Japanese households.

Berry alum Pat Kelley said she was delighted with the opportunity to attend the seminar and learn about the international efforts of Aflac.

“The amount of knowledge and understanding in how they presented their insurance program to the Japanese and how it differed in America was just very impressive,” Kelley said.

Amos said that he has learned a lot about the ethics of business and the significance of adaptability from his experience as CEO of Aflac over the past 26 years. He believes that while change is difficult for most, it comes with opportunity for success.

 “Companies can survive and even thrive by acting ethically and helping others,” Amos said. “I hope the Aflac duck will convey who we are.”

Junior Jamie Tim and senior Michael Dunn agreed that the lecture by Amos illustrated business morals, integrity and leadership.

“My understanding of Aflac as a company is now much deeper,” Dunn said. “I have more appreciation for higher-ups in business and their ethical practices.”