Insurance Australia Group taps spirit of Binet and Field in a two-year marketing test

Insurance Australia Group (IAG), the insurance provider, will conduct a geographically targeted two-year test in a bid to discover the impact of taking a sole focus on building its brand.

Insurance Australia Group Limited (IAG) could help end an age-old marketing debate that pitches long-term brand building against short-term transactional strategies.

Brent Smart, Chief Marketing Officer, Insurance Australia Group Limited (IAG)

Brent Smart, the company’s chief marketing officer, has crafted a deceptively simple plan in order to achieve this goal: namely, selecting one region within Australia, and making a commitment to only run brand-building activities in this area f

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