A.M. BestTV: Reports & Research; Insurance Spokespeople Loom Larger

Business Wire


In this episode of A.M. BestTV, insurers and marketers explain how they seek to develop personality and likeability for their products through a rigorous choice of spokespeople, mascots or characters. As more insurance companies pour money into advertising and marketing campaigns, the familiarity with the characters—such as Progressive’s “Flo,” the GEICO Gecko, Farmer’s “Professor Burke” and Allstate’s “Mayhem”—has increased. Jennifer Egeland, director of Integrated Marketing Communications at Allstate, said that because insurance is an intangible product or service, they use spokespeople to “assign some attributes” to the product. Peter van Aartrijk, president and CEO of Aartrijk, said these well-known personalities bring humanity, humor and emotion into the insurance marketing space. Click on http://www3.ambest.com/ambv/displaycontent/video.aspx?vid=spokespeople319 to view the program.

Additionally, this episode takes a 60-second look at key insurance industry-related reports and research out recently.

Recent episodes of A.M. BestTV include:

  • Pandemic Risks Remain Lethal: Executives discuss how past pandemics would impact the insurance industry today, and why it remains a top concern for insurers among extreme risks: http://www.ambest.com/v.asp?v=pandemic314
  • Winter Wave Proves Costly to Insurers: Swiss Re executives discuss the 2014 winter storms, which began with the polar vortex disruption, that have caused steep insured losses: http://www.ambest.com/v.asp?v=winter2314
  • Reinsurers Identify Next Risks: Reinsurance companies and brokers gather in Philadelphia for the CPCU Society’s annual reinsurance symposium to discuss hot topics such as stubborn interest rates, smarter cars and regulation: http://www.ambest.com/v.asp?v=reinsurance2314

A.M. BestTV covers exclusive A.M. Best information and reports, targeted topics and key developments in the (re)insurance industry every Monday, Wednesday and Friday. Sign up for alerts of episodes at http://www.ambest.com/multimedia/ambtvsignup.html. View A.M. BestTV episodes at www.ambest.tv.

A.M. Best Company is the world’s oldest and most authoritative insurance rating and information source. For more information, visit www.ambest.com.

Copyright © 2014 by A.M. Best Company, Inc. ALL RIGHTS RESERVED.

A.M. Best Company
Lee McDonald, 908-439-2200, ext. 5561
Group Vice President, Publication and News Services

View Comments (0)