More Th>N to Revitalise Customer Commitment

By Bowery, Joanna

More Th>n has promoted marketing director Mike Holliday-Williams to managing director, ahead of a series of customer initiatives.

The Royal & SunAlliance-owned insurer is launching three offers intended to demonstrate that it does more for its customers.

In response to increasing consumer frustration with contact centres, More Th>n will provide every customer with the-direct phone nuniher and email address of a named personal manager. It is also offering free breakdown cover for all new car insurance customers, while home contents insurance customers will benefit from a free third year if they have not claimed in their first two years.

The offers will be supported by a TV campaign, created by Fallon, which breaks on 20 January. The animated ads will replace More Th>n's previous work, which concentrated on returning customers' lives to normal. They will feature the straplinc introduced last year, 'We do more', and explain what more' is.

The TV activity will be supported by radio, press, and outdoor ads as well as below-the-line activity created by Stephens Francis Whitson. Media planning and buying is through Universal McCann.

Holliday-Williams was promoted to managing director after incumbent Adrian Brown became chief operating officer of Royal & SunAlliance. Although the former will continue to be responsible for marketing.day-to-day promotional activity will be overseen by head of acquisition marketing Pete Markey.

More Th>n: animated TV ad campaign

Copyright Haymarket Business Publications Ltd. Jan 17, 2007

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