CMO perspectives: Why trust matters to IAG and the media channels the business relies on to convey it

For IAG’s Zara Curtis, the combination of trust and scale can’t be beaten. She explains which channels the insurance business will ‘lean in’ to when there’s a need to drive action and convey credibility.

“Trust is absolutely critical to our brand strength,” says Zara Curtis, Chief Marketing Officer at IAG, parent company of insurance brands including NRMA, CGU and Swann Insurance.

With Australians enduring several natural disasters in recent years, having trust in their insurance provider has never been more crucial. And from a marketing perspective, it’s a smart starting point for a category that is often seen as low touch or set and forget. While consumers may not deal with their insurance providers often, knowing they can trust them to be there when help is needed is reassuring.