Do you plan to boost funding in any specific marketing efforts in the remainder of the year?

Jeremy J. Ahto, head of brand marketing-North America, Zurich Insurance

Published on .

“The remainder of this year for Zurich is all about targeting refinement—moving away from mass, national exposure vehicles and toward industry-specific and personalized tactics. Research tells us customers value Zurich's ability to minimize their total cost of risk. We're injecting this into all our communications now, using industry-specific verticals and trade press to target our media spend more effectively on the areas in which we want to grow. We're also investing more in regional events—aligning with media partners to produce intimate gatherings that facilitate ‘face time' with key audiences and showcase our individual thought leaders. For the money, these tactics are offering us superior targeting capabilities.”
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