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...