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I’m MORE TH>N Freeman. Thank you for listening

Issue 18 | March 2011

Background

MORE TH>N provide general insurance (motor, home, pet) to the UK market. It’s a busy and crowded sector with both direct insurers and aggregators jostling for market share in an increasingly commodotised market in which price is the dominant message and in which consumers have every incentive to be promiscuous.

MORE TH>N wanted to shift its marketing strategy away from price in an effort to become the most ‘trusted brand’ in the direct insurance sector.

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