charlie-ambrosavage

Charles Ambrosavage: American Family Insurance pioneer

Charlie Ambrosavage in 1976.Often, when I meet new people and tell them where I work, their response is to sing the iconic American Family Insurance jingle to me. 

This happens all over the country. 

If you’re one of those people who hums our jingle when you hear our name, you can thank Charles Ambrosavage.

Charles led marketing and sales promotion efforts at American Family Insurance for 35 years, retiring in 1983. In 1963, he led us through a name change, from Farmer’s Mutual Insurance to American Family Insurance.  

As part of that change, he oversaw the creation of our iconic logo, jingle and tagline, “All your family’s protection under one roof,” which is the foundation for the tagline we still use today.

American Family Insurance National Headquarters in the early 1960s.We lost a member of our American Family when Charlie passed away Jan. 5 at the age of 96. But he leaves behind a legacy intertwined with the history of American Family Insurance in a deep and abiding way.  

A lot has changed since Charlie retired in the early 80s. We’re operating in more states. Websites and social media have changed how we interact with customers, and they with us. We’ve acquired new companies.

But the values embodied in that tagline and jingle, and what the logo represents – helping families protect their dreams – remains.

Thanks, Charlie.

Editor's note: Funeral services for Charles Ambrosavage were Monday, Jan. 13, 2014, in Madison, Wis. Read his full obituary here

by Michele Wingate on Tue, Jan 14 2014 10:07 am
Posted in Celebrating Life
Posted by Michele Wingate on Tue, Jan 14 2014 10:07 am