The Insurance Marketing and Advertising Podcast: Recent Episodes
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The Insurance Marketing and Advertising Podcast is produced in conjunction with the Insurance Marketing and Advertising Summit, set for Nov. 3, 2006 in New York City. The conference is a joint production of the Insurance Media Association and the A.M. Best Company. It focuses on best practices and current strategies for agents, brokers, carriers, reinsurers and other insurance-related organizations. Details are available at http://www.insurancemedia.net
IBM's Lynn Kesterson-Townes says the nature and activity of today's insurance prospects and customers are changing rapidly, leaving some insurers with less-effective approaches to marketing and communicating.
Insurers serving the entertainment industry find their efforts work best when they adopt many of the same tactics as their audience: informative presentations and high-impact materials backed by an energetic approach. Broker LeConte ("Count") Moore is managing director of DeWitt Stern's entertainment and media division. Moore is a featured speaker at this year's Insurance Marketing and Advertising Summit, set for Thurs., Oct. 30 in Jersey City, N.J.
John Greene shares WRIN.tv’s growth and experience in video production and underscores the central role video is playing in the insurance marketing tool kit.
Jeff Hughes of Assurant Solutions and Andy Meng of Merkle discuss how insurers are finding new ways to meld in-house, third-party and social information to better identify prospective customers and shape their marketing messages.
The vice president of marketing for Sun Life Financial U.S. Ed Milano talks about the many ways the company reaches out to brokers and consumers including a partnership with the National Basketball Association.
New Jersey Manufacturers' John Hardiman examines the role social media plays in connecting with policyholders, especially during catastrophic events like Hurricane Sandy.
Chip Bacciocco, CEO of Project CAP, talks about the launch of the new TrustedChoice.com website that allows consumers to research insurance topics and get real-time quotes from multiple carriers, along with the need for digital marketing by independent agents.
Tom Morgan and Marc McFarland of Adams & Knight discuss reaching younger consumers where they live and pay attention with a message about disability that resonates.
Leilani Brown, chief marketing officer for Starr Cos, will speak at the 2012 A.M. Best Insurance Marketing and Advertising Summit about how her company is creating focused, effective messaging and spreading its wings globally.
Matthew Power, chief innovation and strategic relationship officer at Chartis of the Americas, will speak at the 2012 A.M. Best Insurance Marketing and Advertising Summit about innovation in insurance.
Joanna McNamara of Chubb Personal Insurance and Andy Meng of Merkle explain how they help launched a new program to better identify prospects and help agents acquire customers for personal lines business in the latest edition of The Insurance Marketing Podcast. Both are featured speakers at Best’s Review magazine’s Insurance Marketing and Advertising Summit, set for November 7 in Jersey City, N.J.
Ty R. Sagalow, president of Innovation Insurance Group, will speak at the 2012 A.M. Best Insurance Marketing and Advertising Summit about what's driving the need for insurance innovation.
Dominick Malgeri of Hygrade Business Group discusses the company's role in providing print solutions to insurance and financial industry.
Bob Evans, Director, Mobile Insurance Solutions, CSC, goes behind the scenes to show how apps are developed, what subjects are good for app efforts, and pitfalls that insurers should avoid.
Brian Casey, a partner at Locke Lord explains why with each new platform, channel and medium, insurers' exposure to marketing and community liability grows.
Christopher Sorgie, corporate vice president of advertising at New York Life explains its "Get in the Game" strategy: looking at the insurer's sponsorship, how and why it chose this venue and what insurance marketers need to know about matching sports marketing to their business.
IBM Distinguished Engineer Jeff Calusinski explains that typical tech meetings with insurers start with three issues: whether to launch mobile applications, the format to use and the channels to launch in.
Jeremy Bowler of J.D. Power and Associates, explores the use of humor in personal auto insurers' brand and advertising campaigns.
Jerry Davies of Farmers Insurance explains how social media is helping agents and carriers communicate during catastrophes.
Martin Hilson explains that advertisers may flirt with broadcast, social media and new channels but insurance marketing remains at heart a B2B communications exercise.
NYCM's Jeremy Robinson and Kilgannon's Ellen Repasky detail the rebranding of NYCM, a mid-sized New-York based auto and home insurer.
Susan Kleinman from comScore, Inc., explores the limits of online insurance advertising.
Ellen Carney, Senior Analyst, eBusiness & Channel Strategy at Forrester Research, discusses how smartphones and tablets are creating new ways for insurers to reach customers and create new business models.
Alayna Francis, vice president at Swiss Re, on how B2B companies can leverage social media for critical issues.
Rick Schlegelmilch, vice president for marketing solutions in the insurance division at Lexis/Nexis Risk Solutions, discusses how marketers can better access data on auto and homeowner coverage to uncover market opportunities and gain insights into how and why current customers are likely to switch or at least consider other coverage.
Kevin McCarthy, Vice President at Risk Metrics Corp., an insurance data and information services company, discusses how marketers can better use data on policies, types of coverage and business trends to better focus their efforts and keep abreast of developments with competitors. Lee McDonald hosts.
Tom Simons, CEO & Chief Creative Officer at PARTNERS+simons, discusses his background in marketing, the agency's approach to advertising and the challenges of marketing insurance and financial services.
Tara Russell, Director of Marketing Communications for Lexington Insurance, explains what it's like to market and communicate on behalf of the U.S.'s largest surplus-lines writer, including how to support new products and initiatives.
Jim Fiske, vice president of Chubb & Son and marketing manager for Chubb Personal Insurance, explains what it's like to market and communicate on behalf of one of the nation's largest insurers, including in rapidly developing areas such as social media and enthusiast events.
Charlotte Osborne, Director of Marketing for Ironshore, the four-year old insurance company active in several areas of the property/casualty sector, discusses what it's like to help market a high-energy growth-oriented insurer.
Before the American Institute for Chartered Property Casualty Underwriters and Insurance Institute of America (AICPCU/IIA) could start their project to reposition and rebrand, they first had to learn exactly where they stood in the minds of students, industry supporters, prospects and their own employees. Getting the research process right meant discovering strengths, but also getting an accurate look at shortcomings, then deciding how to address them. Steve Ryan, director of marketing communication for those groups, will be a featured speaker at the 2010 Insurance Marketing and Advertising Summit, set for Nov. 4.
Steven Schreibman, who helped launch Nationwide's "Life Comes at You Fast" and other high-profile marketing campaigns, urges insurance marketers to leverage the power of viral marketing. Schreibman is a keynote speaker at the Insurance Marketing and Advertising Summit, set for Thursday, Nov. 6, at the Marriott Marquis in New York City.
Shane Boyd and Jennifer Wislocki of Travelers discuss the strategy behind the insurers' sponsorship of a high-profile PGA event. They also explain how Traveler's re-acquisition of its iconic red umbrella logo ties into that effort.
Nancy Carini describes the strategy and execution that Conning & Co. to update its branding message to the insurance industry, the resources required and why branding is not an overnight process.
Most insurance customers renew their policies but more than a third shop for another carrier in the last 12 months. That's because of disappointing service with their current carrier or some other external factor. Jeremy Bowler of J.D. Power and Associates previews his presentation at the 2008 Insurance Marketing and Advertising Summit, set for Nov. 6 in New York City.
Gary Kimball of Kimball Communications explains what insurers and other financial services organizations need to do ahead of crises to make sure that they're the ones controlling the message.
Andra C. Basora, Vice President, Web and Editorial Services, Insurance Information Institute, at the 2007 Insurance Marketing and Advertising Summit in New York City, sponsored by Best's Review magazine and the A.M. Best Company. Her presentation focuses on some of the new initiatives the III is making that brings online insurance information to a new level.
Marci DeVries, Vice President, Digital Communications, Imre Communications, at the 2007 Insurance Marketing and Advertising Summit in New York City, sponsored by Best's Review magazine and the A.M. Best Company. Her presentation focuses on what marketers need to know about the new media and how to take advantage of fast-changing technologies and formats.
Steve Sullivan, Senior Vice President, Communications Services, Liberty Mutual Insurance Company at the 2007 Insurance Marketing and Advertising Summit in New York City, sponsored by Best's Review magazine and the A.M. Best Company. His keynote presentation describes how the P/C industry's fastest-growing top-tier insurance group takes marketing to a new level.
Trish Robinson, Senior Vice President, Strategic Communications and Community Responsibility, MassMutual Financial Group, at the 2007 Insurance Marketing and Advertising Summit in New York City, sponsored by Best's Review magazine and the A.M. Best Company. Her presentation describes how MassMutual is taking a surprising approach in some of the most familiar marketing channels.
Siobhan McNulty, Assistant Vice President, Corporate Public Relations and Communications, Old Mutual Financial Network and Rena Kilgannon, Principal, Kilgannon, at the 2007 Insurance Marketing and Advertising Summit in New York City, sponsored by Best's Review magazine and the A.M. Best Company. Their presentation describes how the 150-year-old insurer is launching its first marketing assault on U.S. financial markets.
Donna Wares, Senior Manager, Agent Marketing, Hagerty Insurance Agency, at the 2007 Insurance Marketing and Advertising Summit in New York City, sponsored by Best's Review magazine and the A.M. Best Company. Her presentation describes how Hagerty is using the independent-agent market to reach core customers.
Lee McDonald, Vice President, Communications, A.M. Best Company, opens the 2007 Insurance Marketing and Advertising Summit in New York City, sponsored by Best's Review magazine and the A.M. Best Company.
Don Jackson of the Jackson Consulting Group Ltd. Don's presentation, Direct and to the Point, at the 2007 Insurance Marketing and Advertising Summit in New York City, sponsored by Best's Review magazine and the A.M. Best Company. His presentation focuses on Insurance direct marketing -- what works, what doesn't and why.
Jay M. Jaffe, President, Actuarial Enterprises Ltd., at the 2007 Insurance Marketing and Advertising Summit in New York City, sponsored by Best's Review magazine and the A.M. Best Company. His presentation examines how marketers need to know more about the financial underpinnings of insurance products so they can market more effectively.
Luis Sahagun, Manager, Emerging Markets Advertising and Marketing, Farmers Insurance Group, at the 2007 Insurance Marketing and Advertising Summit in New York City, sponsored by Best's Review magazine and the A.M. Best Company.
Jon Swallen, Senior Vice President, Research, TNS Media Intelligence, at the 2007 Insurance Marketing and Advertising Summit in New York City, sponsored by Best's Review magazine and the A.M. Best Company. His presentation examines what insurers are spending in various marketing channels and how the overall numbers are exploding.
Luis Sahagun, Multi Cultural Ad Manager at Farmers Insurance, explains how it takes more than translating advertisements and commercials to reach diverse markets. Elements such as color, style and focusing on the family vs. individuals are vitally important.
Rena Kilgannon explains how insurer Old Mutual, a major player in the South African and United Kingdom markets, is seeking to build brand awareness in the United States.
Actuary Jay Jaffe describes how insurance marketers can become better contributors to profitability by focusing on the financial underpinnings of insurance products and what kind of marketing outreaches that product can support.
Steve Sullivan, head of communications for Liberty Mutual, discusses the "Responsibility. What's Your Policy?" advertising campaign, which is running on television, print, online and elsewhere. Sullivan is a keynote speaker at the 2007 Insurance Marketing and Advertising Summit, set for Nov. 8 in New York City.
Don Jackson of JCG Group Ltd. describes the latest trends in direct marketing by insurers, including mail, online, phone and other channels. Jackson will be a speaker at the 2007 Insurance Marketing and Advertising Summit in New York City.
Jon Swallen, Senior Vice President of Research at TNS Media Intelligence, discusses advertising spending by the top insurers. The insurance industry is leading all financial services in increases in advertising spending, he reports.
Donna Wares, director of agent marketing for Hagerty, discusses the challenges and successes Hagerty has had in cracking the market for collector cars, classic boats and other niche offerings.
Marci DeVries of Imre discusses how marketers can better leverage search engine optimization, blogging and new forms of media. Some sites are invisible, she said, a situation that can be easily corrected.
MassMutual launched its new "Front of the Mind" with a multi-ad blitz in a recent edition of The New Yorker. Trish Robinson, senior vice president, strategic communications, explains to Best's Review Editor Lynna Goch the strategy behind the unusual campaign, which features original illustrations.
Shane Boyd, Travelers' Vice President of Corporate Communications, on the successful effort to recapture the 130-year-old iconic trademark. Travelers negotiated with Citigroup to take back its logo.
Nationwide made headlines when it continued its "Life Comes At You Fast" campaign with a high-profile ad launch during the 2007 Super Bowl. The ad, featuring Britney Spear's ex-husband Kevin Federline, drew nearly as much attention online and in advance of its debut as it did when aired.
Shane Boyd of Travelers discusses the strategy and execution behind the high-profile In Synch television campaign. Boyd was the keynote speaker at the 2006 Insurance Marketing and Advertising Summit, held in New York City.
Conference presentation by Lori Reed of InsureMe.com at the 2006 Insurance Marketing and Advertising Summit. Lori discusses how her organization use the web and online video to target the next generation of insurance prospects.
Conference presentation by Ansis Vallens of Signals and Strategies at the 2006 Insurance Marketing and Advertising Summit on marketing to insurers, reinsurers and other large organizations.
Ann Glover of The Hartford discusses branding a wide-ranging financial-services organization, as well as the rebirth of the stag as The Hartford's icon.
Shane Boyd of Travelers talks about the insurer's 'In-synch' campaign and what it takes to create high-impact national advertising.
Interview with Ric Ritter, head of institutional marketing for MetLife. on how MetLife is leveraging the broker channel to build its employer-based business. Ritter notes that one initiative that MetLife is currently working on is ways to keep the message consistent across many channels, including when brokers deliver the message on its behalf.
Bill Harris of WVH Inc. describes how hs company produces videos focused on selling annuities and other products, the importance of emotion and the need to stick to the sales concept.
Interview with Dick Poppa, president of the Independent Insurance Agents and Brokers of New York, who discusses the marketing needs of the independent agency channel. Also, why independent agents are representing fewer companies and how those companies have to compete harder to secure that business.
Interview with Denis O'Shea, vice president of communications for Hartford Steam Boiler on high-knowledge marketing for insurance carriers.
Interview with Chris Knopf of Mintz-Hoke on how agencies can best help insurers with their branding and marketing efforts.
Interview with William Pitt of HawkPartners on the importance of branding and focused marketing for insurers and reinsurers marketing within the insurance industry.
Interview with Peter van Aartrijk on agent marketing and the changing makeup of the independent insurance agency.