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Thursday, November 06, 2008
The Insurance Marketing and Advertising Summit 2008 The Insurance Market and Advertising Summit is A.M. Best's annual conference for marketers and advertisers seeking to learn more about reading the insurance industry and insurance customers. Speakers include marketers from insurance organizations, advertising and marketing experts and researchers into consumer and professional trends and developments. Location: Marriott Marquis Highlights
9:00 AM Opening: Survey results, understanding the insurance industry:
Lee McDonald,Vice President, Communications, A.M. Best Company 9:15 AM Steven Schreibman Comes At You Fast: What's a former marketer for Victoria's Secret doing in the insurance industry? At Nationwide, Steve Schreibman is helping to kick of the country's biggest life and financial services powerhouse into high gear through high-impact advertising and marketing.
10:00 - 10:15 AM
Morning Break
10:15 AM
Good Sport: How Travelers Drives Awareness Through Its PGA Tour Sponsorship: Travelers shares the thinking and the execution behind the Travelers Championship; a PGA Tour event for which Travelers is the title sponsor. How it works, what's required and what's the payoff.
Shane Boyd, Vice President, Communications and Branding, Travelers
Jennifer Wislocki, 2nd Vice President, Communications and Sponsorships, Travelers 11:00 AM Rebranding Insurance Services: Conning & Co. traces its roots back to 1912 but it's now in an ongoing quest to reestablish its name within the insurance community. Known for its asset-management skills and research, the company is now in the midst of a top-to-bottom branding remake. What's behind that process, lessons learned from working inside the insurance industry and how to penetrate the crowded field for high-level financial services.
11:30 AM What Drives Personal Insurance Customers to Shop?: Most insurance customers renew their policies but more than a third shop for another carrier in the last 12 months. That's because of disappointing service with their current carrier or some other external factor. J.D. Power has been studying the factors and behavior that trigger insurance shopping. Based on the recent polling of 185,000 U.S. households and survey of 8,500 insurance shoppers, this presentation will: reveal the incidence and dynamics of shopping attitudes and behaviors; explore the drivers of brand perception, consideration and avoidance; examine the decision drivers to stay or leave a carrier; and present recommendations on what carriers can do to retain current customers and attract new ones. Attendees will receive a complimentary compilation of management discussions around the topic of insurance shopping.
12:00 - 1:00 PM
Lunch
1:00 PM
Presentation by Insurance Media Association: The Insurance Media Association will induct a prominent insurance figure into its hall of fame.
1:15 PM Reputation Management, the Next Frontier: As more insurers adopt enterprise risk management tools for financial, underwriting and operating exposures, one often-ignored but highly correlated risk is reputation. More than crisis management -- which is usually an exercise in damage control -- enterprise reputation management involves examining internal risk correlations and determining the possible reputational impacts in advance. Some are already doing it. Here's how.
Ansis Vallens, Principal, Signals & Strategies
2:00 PM When the Going Gets Tough, the Tough Get Communicating: Not only are insurers at the mercy of mother nature, fickle markets and the economy, they face a press and publicly that is openly distrustful. Two experienced insurance communicators tell how they've dealt with communications in crisis.
Gary Kimball, President, Kimball Communications
Christopher Winans, Senior Vice President, AXA-Equitable Ansis Vallens, Principal, Signals & Strategies James M. Peavy, Assistant Vice President, A.M. Best Company 2:45 - 3:00 PM
Afternoon Break
3:00 PM
Meet the Publications: Tough questions for the industry's toughest critics.
Walter Podgurski, InsuranceBroadcasting.com Lynna Goch, Editor, Best's Review, Best's Review Magazine Gavin Souter, Managing Editor, Business Insurance, Business Insurance Magazine
Cyril Tuohy, Managing Editor, Risk and Insurance, Risk and Insurance Magazine
Address speaker proposals to: Lee McDonald, A.M. Best Company, (908) 439-2200 ext. 5561
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