About this episode

Jonathan Kerr discusses the marketing strategies and creative approaches that have contributed to the success of Auto & General and Budget Direct.

Jonathan Kerr, CMO of Auto & General, joins us to explore how one of Australia's most successful challenger brands has built sustained growth by combining strong marketing fundamentals with relentless execution. From creating a role for himself at Auto & General to helping Budget Direct become one of the country's fastest-growing insurance brands, Jonathan shares why product should always come before growth, how marketers can take greater ownership of the 4 Ps, and what insurance consistently gets right about creativity. We also discuss the power of distinctive brand characters, audio branding, in-house creative teams and a media strategy designed to maximise long-term effectiveness. Useful links This episode is brought to you by System1. Download their creator effectiveness report here: https://system1group.com/the-creator-effectiveness-playbook Find about more about HubSpot's AEO product here: https://www.hubspot.com/products/aeo Timestamps 00:00:00 - Start 00:01:41 - How Jonathan found out about Auto and General 00:03:31 - How Jonathan created a new role for himself 00:06:58 - How to balance low price with great product 00:10:36 - Market share growth for Budget Direct…

People in this episode

Host: Jon Evans

Guest: Jonathan Kerr

Topics covered

• challenger brands
• marketing fundamentals
• insurance creativity
• brand characters
• audio branding

Keywords

• challenger brand
• marketing
• insurance
• creativity
• brand strategy

Sponsors

System1, HubSpot

Mentioned in this episode

Organizations: Auto & General, Budget Direct

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