Last word from the East: Emotional insurance

This brief article explains present trends in the insurance industry in Asia, finding that it is a category in flux.

Last word from the East: Emotional insurance

Edward BellFCB Greater China

In some respects, the insurance industry in Asia seems to think it is 1976. The industry is dominated by hoards of insurance agents, as it was years ago. Although they knock on your WhatsApp account now rather than your front door, a human army is still the main distribution channel. And the fear-based strategies that defined the industry's communications are still in use. Cringeworthy ads of concerned, but pleasant-looking insurance agents, with clipboards in hand, stand in the hospital room as tearful family members nod appreciatively that their...

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