More Than campaign moves on from the dog

Insurance brand More Than is to introduce the strapline “We do more” in a new campaign created by Fallon, which won the &£35m account last year.

The work, which breaks next week, marks the end of Lucky the Dog.

The strapline also reflects the Royal & SunAlliance-owned brand’s new marketing strategy, says incoming marketing director Mike Holliday-Williams, who joined this week from OneTel.

He has pledged to bring the energy and pace of the telecoms industry to a sector he believes has lacked the innovation of the communications industry and which is struggling to retain customers.

He is also determined to put marketing at the heart of More Than’s business. He says: “People are going to have to deliver more than just price if they are going to succeed. That fits in with our strategy.”

His comments echo those of head of marketing Neil Scaife, who last year lambasted rivals for being obsessed with price (MW December 8, 2005).

Scaife says that insurance companies are in danger of getting drawn into a fight over decreasing numbers of short-term acquisitions rather than focusing on customer retention.

TV work aims to establish the concept that More Than does more to get customers back to normal following a claim and focuses on what the services do. Work will be supported by national press ads, outdoor, radio and direct marketing. More Than is also said to be planning new products and marketing opportunities such as sponsorship.

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