Aviva has unveiled its protection TV advertising campaign. Is this the chink of light that the industry needs to maximise consumer awareness and engagement, and will it prompt further moves by insurers either individually or collectively?
Matt Morris, LifeSearch LifeSearch has been calling on insurers to use their power to promote our sector and expand into new markets for a long time, and Aviva is now doing it. Aviva’s Protection TV advert is great news. Their advert is disturbing yet tasteful. We certainly hope other insurers will follow their lead as it is good for the industry, but also good for consumers – they need to be shaken out of their torpor, although it must be done in an honest and genuine manner, as Aviva have done. This should be just the start of a more bullish approach to promoting protection though. The...
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