Swinton Taxi Division – Swinton Mystery Tipper Campaign
Principal Authors: Adrian Rowe, Helen Lawson - Red C Contributing Authors: Katharine Allen, Amy Estcourt - Red C; David Savage, Rhian Thomas - Swinton Group
CONTEXT AND MARKET BACKGROUND
The insurance sector is a complex and increasingly challenging marketplace. For most of us, insurance has always been a distress purchase – something we grudgingly concede we need to have, and resent the increasing premiums. Three key innovations in the last decade have had a significant impact on the broader market. The launch of Direct Line's online insurance offer, in 1999, following...