Insurance Marketing Podcast Features IMAS Conference Speaker Leilani Brown
Leilani Brown, Starr Companies' chief marketing officer, talks about how the company, once a lesser-known organization before the AIG reset, is creating new messaging and expanding globally in the latest edition of The Insurance Marketing Podcast. Brown is also a featured speaker at A.M. Best Co.'s Insurance Marketing and Advertising Summit, set for November 7 in Jersey City, N.J.
Starr Cos., which was founded in 1919 and is led by former AIG chairman and CEO Maurice “Hank” Greenberg, has always been a very forward-looking company, said Brown. “When we look at what makes us different, and hopefully in the minds of our trading partners what makes us better, I think it's our leadership and having a leader who is so iconic.” She also credits the company's underwriting expertise and talent, its organization-wide approach of “being easy to work with” and continued collaboration with its trading partners as part of its appeal.
To hear the full interview, visit http://www.ambest.com/bestday/podcast/20121025.mp3.
Brown said the key to developing marketing support that's timely yet deep enough to explain Starr Cos.' sophisticated products comes from communication and research. “Inside an organization like ours that is rapidly changing, you need to talk to your internal customers or colleagues to ensure that everyone is on the same page about what's important and what's driving the market today.”
It's important to constantly stay focused and not take for granted that everyone knows “who you are and what you do, so there's always a balance around continuing a dialogue versus starting a dialogue,” she said.
When it comes to coordinating marketing across global markets, Brown believes the best marketing strategies are those that are integrated and come from a clear, precise definition of the goal. “We want the marketplace generally to be aware that we exist, what we do and why they should do business with us. You want to make sure the general tone and strategy is still top-of-mind among your local marketers. However, you don't want to over-engineer their efforts. It's important to make sure they have enough autonomy to adapt the global marketing strategy and make it appropriate from a local perspective.”
Brown will explore this fast-evolving topic at the Insurance Marketing and Advertising Summit, Best's Review magazine's one-day conference focused on the property/casualty, life, health and reinsurance industries. It gathers marketers, communicators, product experts and insurance strategists for a day focused on cutting-edge communication, media, product development and distribution best practices.
Admission is $199 and includes conference materials, continental breakfast, lunch and a networking social to conclude the event. Registration and details are available at www.bestsreview.com/imas.
The January 2013 issue of Best's Review magazine will feature full coverage of this year's conference. To learn more about Best's Review and to subscribe, visit http://www.ambest.com/sales/bestsreview.
Founded in 1899, A.M. Best Company is the world's oldest and most authoritative insurance rating and information source. For more information, visit www.ambest.com.
Copyright © 2012 by A.M. Best Company, Inc. ALL RIGHTS RESERVED.
A.M. Best Co.
Lee McDonald, 908-439-2200, ext. 5561
Group Vice President, Communications