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Best's Conferences & Events Center

Thursday, October 30, 2014


The Westin Jersey City Newport

479 Washington Boulevard (view)

A.M. Best Company's 9th Annual
Insurance Marketing & Advertising Summit
2014 IMAS - The Marketing of Insurance

The ninth annual Insurance Marketing & Advertising Summit was held on Thursday, October 30, 2014, at the Westin Jersey City Newport. The theme of this year's event was "Meaningful Messages: Meeting the Multi-Channel Content Challenge," featuring conversation on notable campaigns, new developments and best practices in the marketing of insurance.
Our two keynote speakers were:
John Chandler, Chief Marketing Officer of MassMutual, who explained how MassMutual creates engaging, emotion-rich campaigns, and builds national impact through a mix of emotional, informative and innovative marketing efforts, particularly television.
Mike Boyd, Head of Brand and Advertising for Farmers Insurance, who discussed Farmers' high-profile advertising campaigns, which bring together humor and sophisticated strategy
8:00 am - 8:45 am Registration / Continental Breakfast
8:45 am - 9:30 am
KEYNOTE: John Chandler, Chief Marketing Officer, MassMutual
How MassMutual creates engaging, emotion-rich campaigns, and builds national impact through a mix of emotional, informative and innovative marketing efforts, particularly television.
9:30 am - 10:00 am
There's No Business Like Show Business
How Dewitt Stern, a New York based brokerage firm specializing in art and entertainment, rebranded and developed an integrated marketing campaign using their website, videos, newsletters and other collateral materials, to generate growth, increase employee morale and foster innovation.
LeConte Moore, Managing Director
DeWitt Stern
10:00 am - 10:30 am
Trusted Choice Declares Content Warfare
Social media evangelist and author Ryan Hanley,'s Digital Marketing Lead, outlines his high-energy approach to building online presence and discusses how producers and insurers can use content marketing to succeed in the new world of permission based marketing.
Ryan Hanley, Digital Marketing Lead
10:30 am - 10:45 am Break
10:45 am - 11:15 am
Move Up: Chubb Casts a Wider High-Net-Worth Net
Leaders of the "Move Up to Chubb" campaign explain how research, creative content and multi-channel messaging come together to identify and capture the new generation of upscale prospects and clients.
Jim Fiske, US Marketing Manager,
Chubb Personal Insurance
Dolores Marinelli, Marketing Communications Manager
Chubb Personal Insurance
11:15 am - 12:00 pm
KEYNOTE: Mike Boyd, Head of Brand and Advertising,
Farmers Insurance
How Farmers' high-profile advertising campaigns bring together humor and sophisticated strategy
12:00 pm - 1:00 pm Lunch
1:00 pm - 1:45 pm

IBM: Finding and Engaging Today's Insurance Customer

Who are today's most attractive insurance customers? Insurance communicators and marketers have an ever-growing range of tools at their disposal. What works for one target segment may repel the next. Even the same customer may need to be managed differently depending on the nature of the insurance product and the customer's immediate situation. A look at how insurance marketers can combine a better understanding of today's customer attitude profiles with data, technology, branding and diverse communications channels to build compelling and consistent brand engagement with customers and prospects.

Lynn Kesterson-Townes, Industry Lead for Smarter Commerce - Insurance
1:45 pm - 2:15 pm

How to Develop Knowledge-Based Marketing

Knowledge-based marketing is hard work, but can pay off in effective and surprising ways. Building campaigns and messages around deeper, intellectually challenging material means a heavy reliance on planning, targeting the right topics and harvesting the thinking of knowledgeable sources. The team at Conning will explain how they develop, deliver and measure the effectiveness of content that both draws immediate attention and builds long-term recognition.

Teri James, Head of Marketing & Communications

Myra Lee, Vice President, Marketing
2:15 pm - 2:30 pm Break
2:30 pm - 3:15 pm
It's All About the (Insurance) Content

A panel of insurance marketing veterans reviews the unique demands for insurance content generation, how to develop and deliver effective risk-focused messaging, the difference between content for personal lines vs. commercial, the move to measurable content and the role of lead generation.
Gaye Torrance, President
Charles Wasilewski, Vice President, Marketing Communications
The Van Aartrijk Group
3:15 pm - 4:00 pm
Communicating Visually: Keys to Effective Insurance Video

A panel of video veterans explains how they develop content, and what draws the most engagement. A special focus on working with videographers, content networks, editing systems, mobile and video promotion.
Mark Westin, Manager, Communications &
Interactive Media
Barry Rollins, Director of Marketing
Lexington Insurance Company

John P. Greene, President

For information regarding this year's event, please e-mail