Marketing Initiative of the Year - Lloyds TSB Insurance.
To ensure the marketing initiative for its home insurance cover stood out from the competition, Lloyds TSB enlisted the help of TV DIY personality Linda Barker. With such a recognisable face representing its campaign, it was sure to give its rivals a pasting, says Jane Bernstein.
The entry criteria for the British Insurance Awards MarketingInitiative of the Year called for the winner to be able to demonstrate how
its organisation had used marketing techniques to improve
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