Viewpoint - Marketing the middleman
Marketing has always been a bone of contention between insurers and brokers. All too often, advertis...
Marketing has always been a bone of contention between insurers and brokers. All too often, advertising campaigns by the big insurers are viewed suspiciously by some brokers as a means of trying to cut out the middleman. The reality, however, is that this argument is a distraction from the fundamental need for brokers to identify and promote their differentiators and the value they add to the client experience.
It is fair to say that our £10m marketing campaign, which launched earlier this year
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