More Than eyes further growth with service push

Challenger brand More Than will step up its marketing efforts in 2012 with a series of campaigns trumpeting service initiatives and a John Lewis style price guarantee.


The RSA owned insurance brand will use its More Than Freeman brand character to push the services it believes differentiate it from rivals, such as free courtesy cards for car insurance customers and a replacement lock service for home policy owners.

The first advertisement in the series, “The Storyteller”, will feature Freeman reciting short stories about customer’s experiences.

Ads will also carry a promise to beat the renewal prices offered by rivals on pet, home and motor insurance products.

Pete Markey, chief marketing officer for More Than and RSA, says that the services highlighted in the ads aim to “demonstrate the breadth and depth” of its offers, while the promise shows it is “willing to put our money where our mouth is”.

Rival Churchill is preparing to launch a campaign that will also push its service credentials.

The More Than Freeman ads have been successful, Markey adds, with trust and consideration levels up since they launched earlier this year.

“They have helped us punch above our weight spending a third of what brands such as Direct Line and Aviva do on advertising”, he adds.

“The Storyteller” ads will break 28 December.


Has your campaign strategy paid off? Enter the Financial category in the Marketing Week Engage Awards 2012 by clicking here.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here