Why Saga swapped utility for empathy – in both product and communications

Senior-focused company Saga needed to improve how it spoke to its (potential) customers – it engaged current research to tailor both its products and communications.

Saga is a company organised around a particular segment of the population, as opposed to a category of product or service. It serves the over-50s with a combination of financial packages, insurance arrangements, travel (it specialises in cruises), and a magazine.

The first two specialisms, in particular, rely on customers planning ahead or to at least be willing to plan ahead – but what happens when people are not only unwilling but actively choose to reject thinking about current or future welfare?

Many people don’t want to know

It’s not a small number of people, explains Lisa Edgar, founder and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands