Admiral is investing to strengthen customer recall of its brand through a new customer relationship management campaign.
The FTSE 100 listed UK retail business has briefed MRM UK and McCann Bristol for the campaign focussed on its digital and offline car insurance products.
“We’ve invested in a distinctive and modern new identity,” said Katie Dulake, head of brand at Admiral.
“This next step ensures we bring it to life in ways that are relevant, engaging, and valuable to our customers every day.”
The objectives of the campaign are to enhance awareness of customers’ needs and to boost metrics such as the Net Promoter Score and customer lifetime value.
Carris Wakefield, head of eCRM at the firm, 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, whilst strengthening the Admiral brand.”
Admiral’s current business strategy is focussed on aggressive customer growth, digital transformation, and financial strength.
It reported strong increases in profit and turnover, with a 90% rise in pre-tax profit and a 28% increase in revenue in 2024.
It attributed this success to its ability to adapt quickly to market conditions, including reducing prices in response to easing inflation and leveraging its expertise in pricing, claims management, and underwriting.
According to the group’s last annual results, it has already been expanding its customer base successfully, with 11.1 million customers globally, a 14% increase from the previous year.