Jennifer Ripley, head of marketing at Paymentshield, tells Insurance Times why she believes the firm deserves to win the Marketing Campaign of the Year - B2B category at the 2022 Insurance Times Awards

Explain briefly about  your entry in the Marketing Campaign of the Year - B2B category.

The ‘Imagine the Possibilities’ campaign was launched to inspire financial advisors, showcasing the benefits offering general insurance can bring to their business and their customer experience.

This category is important because Paymentshield is proud of its differentiated approach to marketing. While the majority of financial services campaigns centre on promoting products, Paymentshield focuses predominantly on support, collaboration and knowledge dissemination.

Jen Ripley Headshot

Jennifer Ripley, Paymentshield

Paymentshield research reveals that 99% of advisors agree it’s best practice to discuss general insurance with clients, yet 52% of advisors admit to missing opportunities - and we know a big part of missing opportunities is down to low confidence.

The campaign invited advisors to imagine what they could achieve with the right support and we developed engaging communications to show how Paymentshield can help.

What do you think makes your entry stand out or different from your competition?

The most standout aspect of this campaign is the dedicated online GI Academy, which the marketing team have developed.

This offers a course of freely available continuing professional development accredited training materials, supplemented by over 25 additional pieces of educational content, making it unique in our space.

What would winning this award mean to you and your firm?

Winning this award would mean a huge amount to the team and the business as we’ve put so much into developing both the content and communications this year.