The broker's guide to advertising, marketing and branding

New ways in how consumers and businesses receive information mean insurers and brokers must respond in order to reach their customers in the most effective way across a range of media. Often, this will mean adopting an integrated, multi-channel strategy which promotes the organisation's brand and increases awareness of the organisation's business propositions.

This paper gives brokers better insight into advertising, marketing and branding, with guidance across the communications process incorporating best practise that puts the customer at the heart of that programme.