How many marketing professionals does the insurance industry employ? Hundreds? Thousands? And such hard workers they are, designing campaigns, riding herd on the media to make sure the brands they promote come off sparkling.
All well and good. And truly, well intentioned or at least on-point professionally.
Or are they? More fairly, are we?
A former Risk All Star, Zachary Finn, director of risk management for the Henriott Group, has derided the industry at large, not just the commercial insurance industry, for its approach to advertising: The emus, the geckos, you name it.
Here I stand on his shoulders to deliver another point: Commercial insurance, despite the dedication and professionalism of so many, is still missing the boat when it comes to marketing itself.
