Travelers dilemma: Speaking B2B in a digital voice

This event report outlines how Travelers Insurance is using digital to reach business-to-business customers – no small task in a complex category with sophisticated products.

Travelers' dilemma: Speaking B2B in a digital voice

Geoffrey PrecourtWarc

While consumer-focused insurance advertising has rapidly spread across American television sets over the last few decades – with an accumulating price tag in the tens of millions of dollars – commercial insurers are discovering they have to work harder with fewer marketing dollars and a service that doesn't enjoy high levels of popular awareness.

And their problems often don't stop here, either. "A lot of CPG companies have a marketing culture," John H. Bell, vp/enterprise digital marketing at Travelers Insurance, observed at the Association of National Advertisers' (ANA) 2015...

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