Norwich Union: Under the radar of financial services advertising - IPA Effectiveness Awards Case Study 1998

Brief Description: This paper looks at how advertising helped consumers change attitudes to the company and allowed them to engage more closely with customers. Also showed that working with a charity or a cause can drive preference for a specific brand. ;---(TAGS)--- Full Title: How Norwich Union went under the radar of financial services advertising ; Number: 1998/29 ; Brand Name: Norwich Union ; Client: Norwich Union ; IPA_ProductCoding: Financial Services (Insurance - motor, home, life, pet, funeral, card protection, payment protection, legal, accident, critical illness, health etc.) ; Agency: Saatchi & Saatchi ; Author: Craig Mawdsley ;