‘Bigheads’ Launch Advertising Campaign Makes Insurance Underwriters Into Heroes

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Norwich (UK) marketing and advertising consultancy uses high-impact portraits to launch new specialist insurance brand Isis.

More and more insurance companies are adopting the anonymous ‘call centre’ model: but a new Norwich-based firm of insurance underwriters is bucking the trend by turning individual underwriters into ‘heroes’ in its launch marketing campaign.

The new company is ISIS Conveyancing Insurance Specialists. Isis specialises in providing legal indemnity cover for homebuyers and developers, with the cover being arranged by the customers’ solicitors.

The company has hired an elite team of highly experienced underwriting professionals, and the first six members of the team feature personally in the launch campaign which hits solicitors magazines, and desks, this month.

Norwich-based creative advertising and branding consultancy Simon Middleton Company was appointed to launch the new insurance brand, and came up with the idea of using dramatic portrait photographs of the underwriters as the core of the campaign.

“Isis have chosen their team very carefully. They’re real experts who will be giving a bespoke and individual service. We wanted to convey that individual expertise really powerfully: besides which, we thought it was about time insurance had a bit more of a genuine and personal image,” explained the agency’s founder and managing director Simon Middleton.

The campaign photographs, all shot in black and white for heightened drama, will appear in ads in a range of legal publications, as well as in a direct mail campaign aimed at solicitors.

“Because Isis works exclusively in the field of legal indemnities, our key audience is made up of conveyancing solicitors. Our ads, which are dramatic, cool and very engaging, will have tremendous stand-out in that world,” Simon added.

Simon Middleton Company, which specialises in helping companies and organisations to understand and express their brands effectively and memorably, was launched in November 2005. Amongst recent clients are events caterers Jackson Gilmour, executive search specialists Taylor Harrison, the Swedish National Defence Research Agency, Richmond Theatre, Norwich Union, and airport parking specialist Holiday Extras.


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