Our clients
Liverpool Victoria
We implementied an integrated programme of public relations and public affairs activity. The aim was to ensure that all Liverpool Victoria's proactive communications supported the benefits of its mutual status and the insurance and investment products it provides, whilst generating substantial name awareness.
Part of the programme focused on supporting with-profits products and leveraged Liverpool Victoria's key business attributes, particularly performance and financial strength. An objective was to demonstrate how with-profits can fulfil the public policy objective - to encourage long-term savings by ordinary families. The mutuality part of the programme focused on reinforcing the benefits that mutuality brings to members and customers, whilst demonstrating that Liverpool Victoria is a well-run business and a blue-print for the 'modern mutual'. We advanced the debate post-Myners, with a report on the future of mutuality for use with the media, and for consultation with key stakeholders.
In addition, we developed a series of research-based platforms aimed at generating media coverage and demonstrated that Liverpool Victoria understood the financial priorities, pressures and ambitions of its core target market. We also worked with independent think tank the Future Foundation on 'Middle Britain', a report predicting that the middle classes will overtake the working classes by 2020 and identifying a £104,000 'wealth gap' between middle and working classes. The launch of the report generated extensive national press, regional and broadcast coverage.