-By Todd Wasserman

Aflac, the insurer best known for its onomatopoeic duck spokesman, has appointed a new CMO.

Jeff Charney, who will assume the title svp/CMO for Aflac, previously served under the same title at TV shopping network QVC.

Charney replaces former Coca-Cola marketing executive Jeff Herbert, who, according to reports, initially sought to minimize the use of the duck (which quacks "Aflac!") in advertising and marketing. Herbert left in 2007 and the post has remained open since then.

"Jeff Charney is a proven leader with cutting edge experience in brand development, creative consumer and product marketing and strategic business development," Paul Amos, Aflac's president and COO, said in a statement. "As we continue to promote the understanding of Aflac products and services to employers and consumers, I am confident that Jeff will be a significant asset in fortifying our position as the market leader of supplemental insurance in the United States."

The duck mascot, introduced in 1999 via Kaplan Thaler Group, has since been featured in more than 30 TV spots. The agency still handles the account.

Aflac spent $91 million on U.S. advertising in 2007 and $59 million January-August this year (not including online), per Nielsen Monitor-Plus.