Applying first aid to insurance advertising

Craig Mawdsley

Creating a distinctive identity for Norwich Union in the face of an increasingly competitive environment and a revolution in product distribution was a challenge.
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...

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