The British Insurance Brokers’ Association (BIBA) has launched the next stage of its national advertising campaign to promote insurance brokers to businesses.
The new campaign will promote brokers and increase awareness and understanding of the importance of cyber insurance from a BIBA broker. Watch the advert or visit benthebroker.co.uk
Featuring ‘Ben the Broker’, the new campaign builds on the success of last year’s advertising which achieved 47million opportunities to read, watch or listen to Ben’s messages about the advice and choice that insurance brokers provide.
The campaign will run on TV, national radio, newspapers and online with Google and on social media targeting entrepreneurs, startups and the broader business community.
Launched at the BIBA Conference, BIBA’s Chief Executive Graeme Trudgill commented: “Ben the Broker burst onto the scene last year to promote insurance brokers. It was the first national advertising campaign BIBA has delivered, and it exceeded our expectations.
“This new campaign is a key part of our promotional work for members. We will be building on the main message about the benefits of using a broker, but will now focus on raising awareness about the growing cyber risk and how an insurance broker like Ben can help to protect businesses.”
The campaign coincides with the launch of BIBA’s new Accredited Cyber Insurance Broker Directory and will include a signpost for businesses to find a broker like Ben from the new service.
The new animation tells the story of two businesses, one who has cyber insurance from her broker Ben, and another who doesn’t. The advert aims to educate about the risks of cyber attacks and how cyber insurance plays a key role in protecting your business, and offering services such as 24hour incident response, support, threat monitoring and IT recovery.
The campaign has been created by advertising agency Lavery Rowe with input from the BIBA Board. It will run throughout May and June on multiple media channels.
Notes to editors
- For further information please contact:
BIBA press office:
Pam Quinn, Head of Communications
07562 616686
[email protected]
Leighann Forsyth, Deputy Head of Communications
07917 738727
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- About the British Insurance Brokers’ Association
The British Insurance Brokers’ Association (BIBA) is the UK’s leading general insurance intermediary organisation representing the interests of insurance brokers, intermediaries and their customers.
BIBA membership includes more than 1,700 regulated firms, employing over 130,000 people across the UK.
General insurance brokers contribute £26.1bn to the UK economy and arrange £150bn of general insurance premiums – over 5% of UK GDP.
Insurance brokers put their customers’ interests first, providing advice, access to suitable insurance protection and risk management.
BIBA receives hundreds of thousands of enquiries per year to its Find Insurance Services, online and via the telephone, which are directed to insurance broking firms.
BIBA is the voice of the sector advising members, Government, regulators, consumer bodies and other stakeholders on key insurance issues.
