Zurich Australia is relaunching its brand to the public by highlighting its partnership with brokers and financial planners. A new ad campaign to be launched tomorrow focuses on Zurich’s strategy of concentrating on intermediaries and the SME market.

Head of Corporate Marketing Fiona Nicol says Zurich is the only global financial services company operating in Australia in three core lines of business, (general insurance, life risk and investment products) under the one brand, “so rebuilding of our brand awareness is vital in a cluttered market”.

“Because the marketing and brand push is deliberately focused on the narrower area of intermediaries and SMEs we are able to concentrate our efforts without using the ‘scatter gun technique’ many financial services companies are forced to pursue. In other words, we can get our ‘bang for bucks’ without costly campaigns aimed at a wider audience.”