There are a number of commonalities between financial services brands – it's a low-interest category and there appears little to differentiate them. And following the financial crash of 2008, they also face a lack of trust – "even though they received no bailout funds from governments, the category was still tainted," according to Sam Wise, Head of Planning at Saatchi & Saatchi.
Low interest has been a rather longer standing issue. Often the things that brands want to talk about, consumers do not want to talk about. In fact, said Wise, insurance "is so low-interest that people want to talk...