Admiral drafts in new agency to handle CRM business

Leading insurance provider Admiral is overhauling its CRM activity with the appointment of MRM to bring its “Always looking out for you” brand proposition to its customer marketing strategy.

The company also works with sister agency McCann Bristol, which developed the current branding, which features animated characters based in the fictional town of Admouth.

Set up in the 1990s initially offering just car insurance, the company now offers policies for home, pet, travel, money, and business, as well as multicover.

Part of the wider Admiral Group, the business is headquartered in Cardiff, and also includes the Bell, Elephant, Diamond and Veygo insurance brands, as well launching price comparison services Confused.com and Compare.com. The group employs more than 10,000 people across its brands.

MRM UK will initially focus on digital and offline car insurance activity. The ultimate aim is to enhance customer centricity, drive stronger brand consideration, and boost key metrics such as net promoter score (NPS) and customer lifetime value (CLV).

Admiral head of eCRM Carris Wakefield said: “Ensuring our customers are at the heart of everything we do is key to our continued success. MRM UK’s work means our approach to communications is customer-first, while strengthening the Admiral brand.”

MRM UK executive creative director James Thorley added: “Admiral is a fantastic brand with a bold new identity and a clear customer-first ambition. We’re excited to be working together to develop more meaningful experiences that resonate strongly with their customers.”