Branding the Intangible - How to create meaningful and sustainable differentiation in a services industry.
This lunch from the Internation Advertising Association (IAA
) will feature a presentation from Emmanuel Klotz, Group Head of External Marketing, Zurich Financial Services.
Low levels of consumer confidence, little perceived differentiation between offers and low category involvement are major challenges facing insurance brands. To address these issues, key players have evolved their strategy to put the customer at the core of their approach.
This is sensible, but a simultaneous shift towards customer centricity and its related branding can add to lack of differentiation. So which benchmarks can establish enduring and meaningful differentiation, while still driven by customer centricity?
Emmanuel Klotz has been Group Head of External Marketing at Zurich since April 2008, and his primary focus is on building and strengthening the Zurich brand in its key geographies through 360° campaigns. Klotz’s spent the first 10 years of his career working for DDB Needham (Paris), and Grey (Paris and London), leading key FMCG accounts for Procter & Gamble and Mars, in France and then at pan-European level. In 1996, Klotz moved to HP, and between 1996 and 2007 held several key pan-European and global marketing positions, covering the consumer and B2B sectors.
Zurich Financial Services is one of the world’s largest insurance groups, with 60,000 employees serving customers in more than 170 countries.
AOP members are entitled to IAA
member rates for this lunch - £85+vat.
More information, or book your place online.
Contact Annika McCaskie at the IAA UK: Telephone: (020) 7381 8777. Fax: (020) 7610 0541. Email: email@example.com