BrandFormula

The brief
With its well established position in the UK insurance sector, RSA spotted opportunities to grow its operations in other European countries. RSA Europe engaged us on a strategic marketing programme that centred on developing distinctive and compelling propositions for brokers and customers in targeted business segments in France and Germany. The driving force was to use customer insight as a stimulus for product innovation.

The solution
The first stage was to research and present overviews of the targeted sectors, drawing out macro-economic trends, business prospects and risk factors. Next we conducted a detailed programme of interviews with customers and non-customers designed to elicit more detailed insight into their risk issues, particularly those they felt were not adequately managed or transferred. We now had a fund of problematic risk areas that offered potential for innovative solutions.

This insight was fed into the proposition development workshops we designed and facilitated. The workshops drew out the opportunities for differentiation and prioritised these opportunities against a business case and likely development timetable (short-term; medium-term; long-term).

In the build up to the launch of the new propositions in France, we designed and produced marketing material for the launch, including brochures, broker and client presentations, website content updates, and PR/press material to support the launch. We incorporated RSA's new brand identity in all marketing material. The new propositions were launched at a reception for brokers and clients in Paris attended by over 300 senior industry professionals.

Result
As a result of the proposition development programme, RSA Europe achieved 50% year-on-year growth in 2008 and 2009, and continues strong growth performance and prospects going forward.

'FWD's wide-ranging contribution to our proposition development work was vital to the success of the programme. We particularly appreciated their specialist insurance knowledge, which gave them credibility with our people. They used customer insights to challenge us to develop better propositions and together we delivered on a demanding timetable'
Chris Smith, Director, RSA Europe