Admiral
Owning a distinctive proposition in a price driven category
Direct to consumer motor insurer
As the insurance market became dominated by comparison sites, insurers became hooked on the leads they provided and paid for them by cutting marketing budgets. Whilst other insurance brands were left to decay, Admiral acted differently and thrived, becoming the UK’s biggest motor insurer.
As I led the awesome marketing team, we focussed on owning the unique proposition that drove direct sales and meant we were less reliant on price comparison sites. Multicar was a unique proposition for Admiral, creating tremendous growth, stickiness and drove direct sales without being beholden to price comparison sites.
The Multicar proposition was so compelling that ownership of it was essential and despite no IP, Admiral became the home of Multicar, all through single minded marketing. It’s a classic example of being first to market and owning in consumers minds a proposition thats better and different.
Admiral remains the UK’s number one motor insurer and now a multi product insurance business with global operations.
