Insurance Australia Group taps spirit of Binet and Field in a two-year marketing test

Insurance Australia Group (IAG), the insurance provider, will conduct a geographically targeted two-year test in a bid to discover the impact of taking a sole focus on building its brand.

Insurance Australia Group Limited (IAG) could help end an age-old marketing debate that pitches long-term brand building against short-term transactional strategies.

Brent Smart, Chief Marketing Officer, Insurance Australia Group Limited (IAG)

Brent Smart, the company’s chief marketing officer, has crafted a deceptively simple plan in order to achieve this goal: namely, selecting one region within Australia, and making a commitment to only run brand-building activities in this area for the next two years.

“I think it’s really easy to prove how short-term tactics work, especially in digital. We’ve all got the dashboards,” he told delegates at Advertising Week APAC, a...

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