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AIG Renames Office in Effort to Rebrand

By Neal Colgrass,  Newser Staff

Posted Mar 23, 2009 8:37 PM CDT
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(Newser) – Workers pulled down an AIG sign in New York City today as the insurer sought to rebrand itself and deflect outrage over executive bonuses, Reuters reports. The company's Manhattan property-casualty office, renamed AIU Holdings Ltd, wasn't the first to change its name since the bailout started last fall. AIG's US auto insurance arm reverted to its old name, 21st Century.

Execs will likely rename the company itself, which has been called AIG for more than 40 years. "I think the AIG name is so thoroughly wounded and disgraced that we're probably going to have to change it," chief executive Edward M. Liddy told a Congressional subcommittee last week.

In this Sept. 17, 2008 file photo, the AIG logo is shown in New York.
In this Sept. 17, 2008 file photo, the AIG logo is shown in New York.   (AP Photo/Mark Lennihan, file)
Edward Liddy, chairman and CEO of the American International Group testifies on Capitol Hill March 18, 2009 in Washington, DC.
Edward Liddy, chairman and CEO of the American International Group testifies on Capitol Hill March 18, 2009 in Washington, DC.   (Getty Images)
American International Group (AIG) offices are seen February 24, 2009 in New York City.
American International Group (AIG) offices are seen February 24, 2009 in New York City.   (Getty Images)
A car speeds past the AIG sign, Thursday, March 19, 2009, at AIG's financial products offices in Wilton, Conn.
A car speeds past the AIG sign, Thursday, March 19, 2009, at AIG's financial products offices in Wilton, Conn.   (AP Photo/Stephen Chernin)
A security guard stands at an entrance of tbe AIG Building in Tokyo, Japan, Thursday, March 19, 2009.
A security guard stands at an entrance of tbe AIG Building in Tokyo, Japan, Thursday, March 19, 2009.   (AP Photo/Shizuo Kambayashi)
Women walk in front of the AIG building in Tokyo, Japan, Thursday, March 19, 2009.
Women walk in front of the AIG building in Tokyo, Japan, Thursday, March 19, 2009.   (AP Photo/Shizuo Kambayashi)
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COMMENTS
Showing 2 of 2 comments
jaguarj
Mar 25, 2009 3:28 AM CDT
You can run..but you can't hide!!!
justapirate
Mar 24, 2009 1:51 AM CDT
Agreed. Change the leaders/style of leadership, not the name.

Other unpopular companies changed their names
Dealscape (TheDeal.com)

 
AIG • credit crisis • bailout

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