Calm down, it's only a commercial
Settling on the right advertising messages and content as a direct insurer can be tough, writes Rachel Gordon. Going beyond the 'cheapest quote' offering can take a high level of creativity - but the sector and media strategists appear to be grabbing the opportunity with both hands
Advertising can be a tricky business when it comes to insurance. No beautiful beaches, flashy cars or even a nice clean bathroom; simply a promise to pay up if something bad happens, which can be
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