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Protection outspent by Pot Noodles

Protection providers have spent less advertising their wares than Pot Noodles has according to financial services marketing agency CCHM chairman Lucian Camp.

At last week&#39s Chartered Insurance Institute conference in London, Camp said protection is a part of the industry that is in particularly good shape, but could be doing better if “there was a bit more noise and excitement out there”.

Camp believes the lack of promotion is the result of something he believes the insurance industry does too much – special pleading, on the basis that protection is a difficult area to present as it means talking about “death, misery and pain”.

Advertising protection products is not as difficult to deal with as might be thought, he said, and there are “more ways to skin this protection cat than you might imagine”.

He said: “It seems a strange thing to me when you find Pot Noodles and hair conditioner spending more money engaging with the public than protection insurance.”

Bright Grey product director Roger Edwards says: “Obviously, you do not have to convince people that they are going to get hungry but we have to convince people that they may get ill, injured or die.”


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