Admiral: Redefining direct response for the digital era to grow profits by 74% over three years

In 2008 Admiral Insurance was a profitable UK company facing unprecedented change: price comparison websites were altering the way people bought motor insurance and its marketing investment was becoming less efficient.

Admiral: Redefining direct response for the digital era to grow profits by 74% over three years

Principal author: Ben Dudley, MPG Media ContactsContributing authors: Andrew Deykin and Mike Salter, MPG Media Contacts

This is the story of how Admiral Insurance redefined direct response advertising and grew its market share from 6% to 11% while increasing profits by 74%. They achieved this in just 3 years at a time of almost complete revolution in how advertising in the insurance sector operates.

With price comparison websites changing forever the way people buy motor insurance, the sheer scale of...

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