Marmalade

Transforming a challenger brand

Challenge

We have a long-standing relationship with specialist youth insurer Marmalade. Several years of successful PR support sparked a demanding but exhilarating brief: how to achieve significant growth over five years. Key to success is customer retention, an extension of the customer base up to the age of 25, and the development and launch of new products.

Approach

Our strategy is transforming Marmalade – returning it to its heritage as a genuine challenger brand. A strong brand focus, with the deployment of improved business structure and skills, is enabling the business to extend its scope. We’ve created an Innovation Team, improved insight and data use, driven a radical rethink of digital resource and we are implementing bolder, insight-driven creative executions. Creatively, we’re intent on reinstating the brand’s cutting edge.

Delivery

We have embedded a Consultant Marketing Director to lead the client’s team and deliver the strategy, and conceived an annual marketing plan with regular product campaigns. And we have active programmes looking at the optimum structure for the business to enable it to deliver on its objectives.

Outcome

The transformational effect of the Mobas strategy is driving significant market growth.

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