Andrew Elder, head of brand communications at Policy Expert, tells Insurance Times why the insurer should win the Marketing Campaign of the Year - B2C prize at the Insurance Times Awards 2022

Explain briefly about your entry in the Marketing Campaign of the Year - B2C category.

Our first brand campaign was a pivotal step for us. We needed to drive up brand awareness, but also announce Policy Expert as a distinctive, customer-centric insurance provider.

We also wanted the campaign to deliver broader benefits – both to customers and employees - by ‘living our brand’ in everything we do.

We were able to create a campaign that was impactful, memorable and reflects what we stand for. In turn, this delivered a real uptick in brand recognition, awareness and conversions.

Andrew Elder

Andrew Elder, Policy Expert

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

I believe there are three reasons why our entry stands out.

Firstly, we effectively delivered our brand idea - insurance for people like you - across many touchpoints in a distinctive way.

Secondly, the campaign drove up key brand metrics and customer penetration.

And finally, I’m proud that the campaign was the catalyst for transforming our business culture, resulting in further improvements in employee satisfaction.

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

Winning this award would mean so much to everyone at Policy Expert. It would be an affirmation of our progress since we launched in 2011.

It would also recognise our bold and different approach to insurance that’s delivered us so much success– this time reflected in our first marketing campaign.