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Institutional Financial Services
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To position Xuber as a thought-leader in the insurance market.
Lansons recommended Xuber develop a piece of proprietary research; this could form the basis of activity across a number of channels (including PR, social, sales and marketing). This would allow Xuber to take a leading position on a topical issue and generate its own news.
We suggested looking at the topic of change in the London insurance market. The report was intended to identify market trends and the challenges facing the insurance industry, therefore positioning Xuber as an expert on the issues facing both the local and global insurance industries.
Lansons worked with Xuber to develop the theme and questions, also chairing the event on the day. We advised focusing on three main areas within the larger theme of change: Big Data, Business vs the IT function and Local vs Global business conduct.
The discussion was transcribed and analysed for key trends to be created into a three-chapter report. This would not only sit on Xuber’s website as a piece of content, but also provide interesting ideas to approach the target insurance media and wider editorial opportunities with, including blogs, features and to form social media content.
The level of insight gained from the roundtable debate provided a wealth of interesting conversation to form the report, ‘Mind the Gap: The Changing Landscape of the London Insurance Market’.
To ensure maximum media exposure we planned for the chapters to be released in three stages.
On day one itself, the first chapter ‘Big Data: The Devil is in the Detail’ coverage appeared in tier 1 trade media titles, including POST. Actuarial Post, Only Strategic and Computer Business Review. The report has also been printed and shared at trade shows, as well as providing ongoing content for the PR and digital programmes.
By creating original content, Xuber has produced a standout piece of its own research which demonstrates credibility and positions the business as a leader in the industry, rather than a follower