The British Insurance Brokers’ Association (BIBA) has launched a national advertising campaign to promote insurance brokers to SMEs. The campaign will run on Sky TV, national radio, newspapers, podcasts, Spotify, online with Google and on social media with the aim of reaching over 30 million adults nationwide, focusing on entrepreneurs, startups and the broader business community.
Launched by BIBA CEO Graeme Trudgill at the BIBA Conference today, he described it as a ‘first in his lifetime campaign’ to promote insurance brokers. He also revealed the relatable ‘Ben the Broker’ character who will lead the advertising to outline the choice, advice and support provided by brokers.
Graeme commented: “This is a new era for promoting insurance brokers. I am passionate about telling the broker story and we want to reach the business owners of the future who have grown up buying their personal insurance online.
“We have a great story to tell, and we are taking our promotion of brokers to a new level.”
The campaign has been created by advertising agency Lavery Rowe with input from the BIBA Board and Advisory Boards. It will run throughout May and June on multiple media channels targeting SME owners and decision makers and future startup business owners aged between 21-45.
In addition to Ben the Broker, two variations of the advert include Jen a startup office-based business, and Sam ‘the sparky’ who is starting up his electrical business. Ben the Broker helps them to find suitable insurance from a choice of insurers.
Graeme announced his plans to deliver an advertising campaign for BIBA members at last year’s BIBA Conference during his first opening address as BIBA CEO.
Campaign landing page: Ben The Broker – BIBA – BIBA
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Notes to editors
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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 around 1800 regulated firms, employing more than 120,000 people.
General insurance brokers contribute 1% of GDP to the UK economy; they arrange 77% of all general insurance with a premium totalling £105.5bn and 94% of all commercial insurance business.
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.
