Subject Index
 

Increasing female independence and wealth has pushed women up the marketer's agenda, but advertising for financial brands often fails with patronising campaigns. This paper argues that brands often go ...

Brit Insurance is a UK-based international general insurance and reinsurance group listed in the FTSE 250. The company wanted to focus its sponsorship activities more on the UK, and in particular Lond ...

In 2000, Norwich Union inherited sponsorship of UK Athletics from the newly-purchased General Accident and Commercial Union (CGU). While CGU had used it primarily to raise brand awareness through tele ...

In 2006, insurance company Mapfre restructured its commercial and sales structures, and also launched two high-profile products: 'family protection' for protection against family risks and 'rent prote ...

To raise brand awareness, brand equity and brand definition among consumers, UnitedHealth Group launched the “It Just Makes Sense” campaign in 2003. Alongside GSD&M, UnitedHealth utilised a range of m ...

Under pressure from low price insurance companies such as GEICO, State Farm Mutual launched a campaign in 2004 to retrieve lost market share. Alongside ad agency DDB Chicago, the “True Stories” campai ...

This paper describes how Prudential Insurance in the US embarked on a brave and dynamic advertising campaign in an attempt to update their image, following industry transgressions, without losing valu ...

Between 1985 and 1995 consumers came to associate Metropolitan Life Insurance Co. (later renamed MetLife, Inc.) with its animated mascots, Charles Schulz's "Peanuts" characters an ...

With assets of $62 billion, John Hancock Mutual Life Insurance Company ranks among the nation's 15 largest life insurance companies. But the 136-year-old company also sells a growing number of ...

In 1996 John Hancock Financial Services, Inc. (then called John Hancock Mutual Life Insurance Company), began updating its acclaimed "Real Life, Real Answers" campaign, which had been ...

In 1999, US automobile insurance company “Geico” commissioned the “Gecko” campaign to assist in the company’s branding efforts. The campaign was the inception of the Gecko lizard who later became the ...

Further contributing to it’s two previous successful advertising campaigns, automobile insurer Geico, launched its “Mini-campaigns” advertisements in 2004. With a $200+ million budget, the advertiseme ...

“Good News” was the second of Geico’s trilogy of advertising campaigns. With the assistance of the ‘Martin Agency’ of Richmond, Geico used its humorous advertising appeal to portray variations of the ...

Although Conseco, Inc., an insurance and financial services company, had become large and successful through acquisitions, it had little name recognition even among agents working for its various unit ...

Faced with increased competition from rivals such as Geico, long-time number two auto insurer, Allstate Corp chose to adjust its advertising strategy to re-establish its position in the marketplace. D ...

Suffering from low awareness, only 12 percent of insurance company Aflac, Inc customers were able to recall their name. Aflac used a $35m (approximately £18million at 2008 rates) budget to launch its ...

This paper describes how Aflac, having achieved high levels of brand awareness through their iconic ‘duck’ campaign, faced the challenge of communicating what the company actually did. The marketing ...

In reply to the cluttered and stagnant insurance market, RBS decided to invest-to-grow its third insurance brand, Privilege. Following a 34 percent sales decline, Privilege aimed to increase revenues ...

With objectives of attaining 10 percent higher awareness, brand positioning, and market share, Generali launched its “Under the Wings of the Lion” insurance campaign in Central and Eastern Europe (CEE ...

When the Suncorp -a leading insurance company - sought to launch its under-25 'Family Discount' offer, it faced the significant challenge of selling insurance to the youth market, and of speaking to p ...

With objectives to raise unprompted awareness to 30 percent, brand advertising recall to 40 percent and achieve likeability of 5.5, NZI launched a new campaign. Targeting personal insurance customers, ...

In 2003, the healthcare insurance market was highly price sensitive. Bluecross Blueshield adopted their “Big Blue Arm” campaign to sell the value of their more expensive product – pointing customers t ...

In 1995, Direct Line decided to reposition itself from an ‘economy’ to ‘service’ insurance brand. Maintaining, its signature Red Telephone, and catchy jingle, Direct Line used an ever-evolving series ...

XL Capital is one of the leading Corporate Insurers in Europe and has a market value of $10 billion, but nobody, apart from their clients, knew them. The clean and solid balance sheet of XL Capital pu ...

Scottish Mutual developed a brand campaign incorporating a likeable brand icon, a humorous tone and an eye opening approach, backed up by traditional direct marketing. The campaign succeeded in incre ...

Recognizing the potential for the pensions market to double in size following the Welfare Reform and Pensions Act in 1999, Norwich Union took a strategic decision to attempt to become market leaders. ...

1999-2001 campaign to relaunch BUPA. Private medical care suffered from low consideration (reasons discussed). Need to grow perceptions of BUPA beyond an elitist PMI service and to make its broader of ...

This study centres on a target market which is described 'as insurance for Harley-Davidson accounts rather than Hell's Angels'. The main message was to communicate that Progressive was the specialis ...

This is a study of Standard Life's 'Baby James' campaign which, the author claims, turned the company into a powerful and appealing consumer brand. The advertising objectives were defined as making th ...

Until recent years independent financial advisers perceived Scottish Provident as a relatively small, old fashioned company with little differentiation from rival organisations. As Scottish Provident ...