GAN Assurances Returns to TV, via Marcel
French insurer GAN Assurances is back on television with a new campaign from agency Marcel, rejoining the brand-building race as insurers compete for trust, salience and a place in customers' minds.
The return
GAN Assurances has made a notable return to television advertising with work created by Marcel, part of the Publicis network. For a mid-tier insurer, going back on TV is a statement of intent: it is a bet on broad reach and long-term brand-building rather than pure performance marketing.
Insurance is a category where the brand you remember when something goes wrong often wins, which makes mass-reach media a rational choice despite its cost.
Why insurers keep coming back to brand
Financial services spent years chasing clicks and quotes, but the pendulum is swinging back toward fame. In a low-interest, high-consideration category, being top-of-mind at the moment of need is worth more than shaving a few cents off a cost-per-lead.
Our read at Marketing Minute: TV still does something performance channels struggle with — it builds the broad memory and trust that make a later search convert. GAN returning to the small screen is a vote for salience over short-termism.
What businesses should take
The lesson is to balance the books between brand and performance. Years of research suggest that starving brand-building to fund short-term activation eventually erodes the very demand performance media harvests.
For any business, the practical move is to protect a share of budget for reach and memory, even when the dashboard only rewards the last click. GAN is betting that being remembered is the cheapest sale of all.
Quick FAQ
Who made GAN Assurances' new TV campaign?
Agency Marcel, part of the Publicis network, as GAN returns to television advertising.
Why is an insurer investing in TV?
Insurance rewards the brand customers remember at the moment of need, making broad-reach media a rational long-term bet.
What should marketers take from it?
Balance brand and performance — starving brand-building to fund short-term activation eventually erodes future demand.
Insurance is the ultimate 'remember me when it goes wrong' category, which is exactly why TV still earns its keep there. GAN going back on air is a vote for salience over short-termism. Performance media harvests demand; brand media plants it — and you can't harvest a field you never sowed. — Daniel Nikolla, Founder of Merx Marketing
Performance media harvests demand; brand media plants it — starve the planting and the harvest shrinks.
Is your budget quietly starving brand-building to feed the last-click dashboard?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Source: CB News.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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