A laughing matter?

Ian Gosden managing director Higos Insurance

Providing peace of mind and protecting people when they are at their most vulnerable, insurance is nothing to be scoffed at. Ian Gosden asks if current advertising trends are making a mockery out of the industry

Humour can be a great way to make an important point but when it comes to insurance advertising, has it reached the stage that we are turning our own industry into a laughing stock?

Earlier this year, I caught an amusing promotional film for Red Nose Day featuring a number of fictional 'brand ambassadors' - Captain Birds Eye, the Honey Monster, the 'for mash get Smash' robot, and Bertie Bassett among them.

What amazed me was the very high representation from the insurance industry. Without

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Applied updates on commercial push

Applied Systems has confirmed Arch Insurance is about to enter the pilot phase of onboarding and will be live on the Applied Epic broker management system in April, with Iprism and Ark to follow and more promised in 2024.

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