Marketing - Playing the campaign game

Katherine Brandon investigates how brokers can extract best value from their marketing budgets

There is no escaping general insurance marketing. The recent re-branding campaign for Norwich Union's name change to that of parent company Aviva is one of many vying for consumer attention with television, radio, billboard and press advertising seeming to saturate the UK media at the start of this year. Most businesses cannot afford to bring in celebrities such as Bruce Willis and Elle Macpherson to act as their public faces and brokers' marketing activity in particular is low-key in comparison