John Jackson says brokers should promote their strengths and avoid a dirty tricks campaign know this is still the silly season, but one trade body protesting about another's failure to attack its members (who pay its very large fees) over their advertising and marketing tactics does seem to be taking things a bit far.
I have always been a strong supporter of Biba, but it is in danger of looking foolish in complaining that the ABI is not rebuking direct writers for advertising and marketing campaigns in which they knock brokers.
The ABI is supposed to back insurers, as Biba is supposed to back brokers.
It is quite ridiculous for Biba to ask the ABI to "control" the messages being sent by direct writers - the insurers are independent and it is most unlikely the ABI has such powers in any case.
There is one remedy available to Biba - report the offending material to the Advertising Standards Authority or the Institute of Marketing. Victory here would be a major propaganda coup.
But it's certainly encouraging that Biba is relaunching its 'find a broker' campaign. Brokers need to concentrate less on criticising what direct writers do and more on getting their own message across.
As far as TV advertising is concerned, the negative campaigning of the direct writers is an old story.
Long ago, Direct Line angered the brokers with its "cut out the middle man" sniping. The brokers saw off that unpleasant episode, and they will do so again.
Having looked at some of the direct writers' recent advertising, I don't think brokers have much to fear on that score either.
They certainly needn't worry about those irritating and theatrical consumers portrayed in the Norwich Union Direct ads who scream with ecstasy after inviting an insurer to 'Quote me happy'. Pass the sick bag, someone.
And I am sure Biba House is not quaking at the sight of Mr Mouse asking us to give him a 'click'. Was Michael Winner anything other than a loser? And is Joanna Lumley really vamping the punters away from brokers? More likely from other direct writers.
It's always worth remembering that you don't have to be posh to deal face-to-face with a friendly high street broker.
If insurers want to go down the negative advertising and marketing route by attacking brokers, it merely reminds the public that there are brokers out there. The golden rule in advertising is not to mention - let along knock - your competition.
So Biba can climb down from the chandeliers and relax - brokers have strong cards in their hands.
In these days of online poker Biba should stay cool, keep a straight face and play the excellent hand its members have dealt it. IT
