Grayling has been appointed as a retained PR agency for MORE THAN insurance, part of RSA Group, as the insurer looks to build more emotional connections with consumers and reinforce its purpose of ‘doing more’ in the UK’s insurance sector.
Grayling will be responsible for driving brand awareness for MORE THAN across its home, motor and pet product lines, as well as providing creative communications and strategic counsel for the brand.
MORE THAN, first launched in 2001 with a mission to freshen up the consumer finance market, is currently undertaking a revamp of its marketing strategy across PR, social, digital and ATL. Brand communications is being underpinned by principles based on simplicity, ‘more-ness’ and forward-thinking to position MORE THAN as an insurer going the extra mile for customers, delivering more than words and treating customers as individuals.
Jonathan Curtis, Managing Director at Grayling, says: “We’re thrilled to be working with MORE THAN to reconnect consumers with its original brand ethos of doing more through compelling storytelling. As the UK’s best-connected agency, this brief plays right into our strengths of understanding both local nuances right through to what is happening at a national level. We’re excited about working in partnership with MORE THAN as it enters a milestone anniversary this year and deliver insight-led and creative campaigns.”
As part of the new brand refresh, MORE THAN recently launched a new website, putting simplicity, ease of use and care at the heart of its design.
James Loder, Chief Marketing Officer at MORE THAN, says: “PR and communications play a vital role in insurance, giving consumers reassurance that their provider will go above and beyond when they need them most, but also through using our insights to guide them on ways they can best manage their risks.
“Grayling stood out for us as the agency that can get truly get under the skin of the issues facing our customers, and has already been helping us creatively communicating how we as MORE THAN can be part of the solution.
“As MORE THAN celebrates 20 years of going above and beyond for our customers, we’re looking forward to beginning this new chapter with Grayling to deliver emotive, category-leading campaigns that puts more-ness front and centre.”