Agency: McCannErickson | Authors: Deborah Pullen and Keith Coni |
Norwich Union Stakeholder Pensions
A Pension for Everyman
Management summary
This paper seeks to show how marketing communications helped Norwich Union to achieve all its objectives and become the leading brand for stakeholder pensions, despite having a product that was prescribed by legislation to be essentially identical to all the others on offer. It argues that the advertising strategy and execution played a significant role in establishing Norwich Union's brand leadership of the category, in a market that was beset by customer disinterest and cynicism. This will in turn provide...