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Cracknell sells principle idea: Ian Cracknell joined UIA as marketing director with no department behind him. Undaunted, he has since seen the 'principled' insurer's turnover double.
Publication:
Precision Marketing
Publication Date: 11-JUN-04 |
Format: Online - approximately 736 words
Delivery: Immediate Online Access |
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Full Article Title: Cracknell sells principle idea: Ian Cracknell joined UIA as marketing director with no department behind him. Undaunted, he has since seen the 'principled' insurer's turnover double.(profile)(not-for-profit company)(Biography) |
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Article Excerpt
UIA, the not-for-profit company that offers 'insurance with principles', has been supplying trade union members with affinity insurance products for over a century. And in the last seven years, under the care of marketing director Ian Cracknell, the provider of motor, home, pet and household insurance has more than doubled its annual turnover from 16m [pounds streling] to 35m [pounds sterling],
"I landed my first marketing job after being promoted from a Sun Life Canada policyholder adviser, when it set up a direct marketing department in 1980," says Cracknell.
"It was an exciting time. Financial services companies like Royal Heritage, Abbey Life and Cornhill were discovering direct marketing. We...
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