case studies mutual benefit

Mutual Benefit

Creating earned media campaigns to drive awareness in mutual insurance

The Brief

Our client engaged Madden at its inception to create brand awareness in the Australian life insurance market – specifically its Mutual model. Once common, Mutuality is rare in insurance these days, which meant a whole segment of media had to be told and re-told the benefits and practical elements of a commercial model that essentially hands its profits back to its Members.

Our Approach

Madden’s focus has been to highlight the client’s unique market position via targeted leadership content. This in turn would help gain traction with trade and business-specific media read by third party intermediaries and the client’s target customer groups. Well written, targeted and research backed opinion pieces and expert commentary placed with key trade mastheads has helped to develop the client’s voice of authority and thought leadership role in the mutual life insurance and advised risk solutions market.


Ongoing contributor columns in key trade publications have been secured for our client commencing 2023, enabling regular placement of strategically positioned thought leadership content each month. The purpose is to engage deeply with target intermediary audiences. Madden has also facilitated a 2023 proprietary research project, aiming to generate third-party proof points to continue drive media outreach.

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