Abstract:
This paper describes the work which has been carried out by Norwich Union Insurance, a successful long- established insurance company, and its advertising agency, Harrison McCann, in evolving an advertising and communications strategy for the business. Extensive research, both qualitative and quantitative, has been done to develop and refine a creative solution in accord with the needs of the market and to assess the effects of the campaign over the longer-term.
This could also be of interest:
Research Papers
Why has branding failed in the U.K. insurance industry?
Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery
Authors: Robert Watters, Douglas Wright
 
June 15, 1994
