The Importance of Marketing in the Insurance Industry

In 1988 two-thirds of advertising was for package goods and with package goods you tend to have a pretty large marketing culture within the company. Today that's completely changed it's probably a quarter of advertising spend is packaged goods and the remaining three quarters is often insurance comparison websites or mobile phone networks. Insurance companies in particular where I suppose you have the actuarial mindset predominates they'll see marketing as a cost not as a source of value creation. Sachi built a lot of science we're very heavy on metrics another shout out to Karl Braton I think is probably the best economy marketing economy tradition in the land. We don't go to the board and show our advertising except in a very rare