Home | Business News | Browse by Publication | M | Marketing Week

Claims groups'' bad press is no accident. (News Analysis).

Publication: Marketing Week
Publication Date: 24-JAN-02 		Format: Online - approximately 1132 words
Delivery: Immediate Online Access

Article Excerpt
Injury claims companies are moving away from the 'where there's blame' advertising and are re-evaluating their image in an effort to escape bad publicity and discover what the public expects from them, says Gary Thurtle

Ambulance chasers; opportunists; leeches -- just three of the many epithets used by the public to describe personal injury claims companies. But it's not an image the industry believes is justified and it is trying hard to change it.

Last week, Claims Direct appointed AW Media as its media agency and is on the verge of appointing a new creative agency to create more targeted campaigns.

Last summer, The Accident Group appointed Cheetham Bell JWT to reposition the brand and create an alternative strapline to "Where there's blame there's a claim" (MW August 16, 2001). It is also reviewing its media arrangements.

The industry and in particular Claims Direct, received bad press in 2000 and 2001 about the way it operates and this has led to a period of reflection in the industry....

View this article FREE - Now for a Limited Time, try Goliath Business News
Free for 3 Days!



More articles from Marketing Week
A serious look into the mirror. (This Week)., January 31, 2002
Marketing boss quits one 2 one: Tim yates swells marketing exodus afte..., January 31, 2002
Carat questions BARB figures., January 31, 2002
Wall's to unveil ice-cream store., January 31, 2002
Collapsing share puts Mum at risk., January 31, 2002

Looking for additional articles?
Search our database of over 3 million articles.

Looking for more in-depth information on this industry?
Search our complete database of Industry & Market reports by text, subject, publication name or publication date.

About Goliath
Whether you're looking for sales prospects, competitive information, company analysis or best practices in managing your organization, Goliath can help you meet your business needs.

Our extensive business information databases empower business professionals with both the breadth and depth of credible, authoritative information they need to support their business goals. Whether it be strategic planning, sales prospecting, company research or defining management best practices - Goliath is your leading source for accurate information.