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Trending

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


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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.


Trending Media Release
1st Jul

Dan Krigstein appointed Chair of ThinkNewsBrands board

Industry organisation appoints top news executives as chair and new board member.

Dan Krigstein appointed Chair of ThinkNewsBrands board

Industry organisation appoints top news executives as chair and new board member.

Trending News
20th Jun

The 2025 Digital News Report more positive than it would appear
The 2025 Digital News Report more positive than it would appear

Trending News
27th May

Roy Morgan and Ipsos Australia combined: We’re making Total News Publishing data simpler and more accessible
Roy Morgan and Ipsos Australia combined: We’re making Total News Publishing data simpler and more accessible

Trending Media Release
19th May

Total News Publishing is read by 22.4 million Australians on average each month, eclipsing the nation’s fondness for coffee.  
Total News Publishing is read by 22.4 million Australians on average each month, eclipsing the nation’s fondness for coffee.  

Trending Media Release
7th May

ThinkNewsBrands, Roy Morgan and Ipsos Australia form single source of truth for Total News Publishing digital audience measurement.
ThinkNewsBrands, Roy Morgan and Ipsos Australia form single source of truth for Total News Publishing digital audience measurement.

Trending News
5th May

Total news publishing will deliver the returns you’re after – fast
Total news publishing will deliver the returns you’re after – fast

Trending News
15th Apr

Investing in our future: Time for media buyers to act on the power they hold
Investing in our future: Time for media buyers to act on the power they hold

Trending News
24th Mar

The Nightly Marks One Year With Election Forum
The Nightly Marks One Year With Election Forum

Trending News
6th Mar

Connect with Australia through news publishing
Connect with Australia through news publishing