Howden is the fifth largest employee-owned business in the UK and ranks among the largest insurance groups worldwide. It manages premiums for millions of clients across 100 countries.

Recently Howden acquired several businesses in the Northwest and developed a new Insurance Hub in Manchester to support their ambitions in the Northwest. They aimed to raise brand awareness at a local level.

We placed digital out-of-home advertisements in key locations around Manchester city centre to raise awareness of the Howden brand.

These out-of-home ads were supported by two Google ads campaigns. The first being a Google display campaign, targeting users in the Manchester area, reinforcing the brand messaging both online and offline. The Google search ads campaign targeted users searching in the Northwest with various insurance broker keywords. The ads complemented and built upon the brand messages highlighted.

The combination of the online and offline ads ensured that Manchester locals saw the Howden brand messaging actively and passively in a number of forms.

We ensured that our ad creative choices would resonate with a local Manchester audience by focusing on popular business industries and drawing on Manchester’s rich history.

The Google display ads ensured that the messaging was reinforced on key local news and business-based websites online, and the search ads ensured that anyone actively looking for insurance brokers saw the Howden brand.

This combination of online and offline messaging boosted brand awareness at a local level, providing a for growth and development in the region.