We have worked with Admiral Insurance since 2009, when we were asked to implement a comprehensive multi-year brand tracking programme for the Admiral brand across its different insurance products.
The UK motor insurance industry as a whole has been loss-making for the majority of the last 20 years. Admiral Insurance is an exception and since we started working with Admiral, pre-tax profits have risen by over 35% to £370 million in 2015.
At the start of our relationship with Admiral, their brand was very different from what it is today, with marketing campaigns based on a perceived cheap-and cheerful pirate/parrot combination of characters. Our research soon uncovered significant weaknesses of the brand, both from an image perspective and also due to issues in the purchase funnel. These provided actionable insight from which Admiral was able to reinvent the brand to what it is today.
After 15 waves of brand tracking underpinned by our proprietary brand research platform, we are still able to uncover truths and help shape future performance, supported by a thorough understanding of the market landscape, detailing how Admiral’s marketing campaigns are influencing brand perception and where the challenges are from the competition.
I have worked with Morar HPI for 7 years, first working with them on creating our Brand Tracker. They provide innovative market research, and I am always pleased with the rigour that goes into every project that they undertake and the output reports are of a very high quality – they are very strong on the narrative and always provide actionable insight.
Having worked with us over several years on a number of different projects Morar HPI really understand our business, and they feel like a true extension of the Marketing Team.