Agency: | Author: Craig Mawdsley |
Applying first aid to insurance advertising
Sometimes it can be tough advertising insurance and financial services. It seems that no matter what we do, we are forever faced with the blank-faced cynicism of the focus group and immovable figures on tracking study charts. Contact with the product is infrequent and sporadic buying a pension, for example, is a once in a lifetime decision, and once the purchase has been made there is little subsequent engagement with the consumer.
This is the story of how the strategic planning team and a client with the vision...