Direct Line chief executive Ian Chippendale criticised insurers for focussing on technical issues rather than marketing.
Speaking at the CII conference in Edinburgh, Chippendale said: "Insurers are focussed on technical issues like policy wording and conditions rather than marketing." He added that if insurers wanted to be successful they must create resources to increase marketing, especially of brands.
Chippendale, who is also chairman of the ABI's general insurance committee, critised insurers' advertising strategies. "There is inconsistency. We look at the advertising of our competitors and it chops and changes. I see a £5m campaign run one year and then it is changed completely the next."
For a full reprot on the CII conference read next week's Insurance Times.
