Video: Aviva, AIG, XL Catlin and Zurich discuss importance of brand within insurer marketing strategies
Insurers are becoming more sophisticated in their quest to deliver 'brand value' given the growing number of marketing channels available to deliver their messages.
This was one of the conclusions drawn from this latest docu-video from Incisive Media's insurance division in association with Lamb Brand Formula.
AIG marketing director, global commerical marketing, Richard Hebblethwaite, said: "The increased use of analytics really helps us to understand where the areas of opportunity are for the business.
"So getting a bit of science into our marketing has been really helpful in terms of deciding the right products to offer the right clients."
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