NEWS: Cogent to broaden customer base for rural NFU insurers

NFU Mutual Insurance, the 100-year-old insurance arm of the National Farmers Union, has appointed Cogent to broaden its appeal beyond its traditional farming base.

NFU Mutual Insurance, the 100-year-old insurance arm of the National

Farmers Union, has appointed Cogent to broaden its appeal beyond its

traditional farming base.



Cogent beat McCann-Erickson Central to the business, expected to be

worth up to pounds 2 million. It will handle all above- and below-the-

line work as well as media.



Peter Russell, the creative director of Cogent, confirmed the win: ‘It’s

fascinating because in the financial market NFU Mutual has a genuine

difference from the others - its rural roots.’



NFU Mutual’s move to glean clients from outside the farming fraternity

may start with an appeal to smallholders and landowners, and spread to

all country dwellers and users.



Rolf Wilson, the company’s new head of marketing, commented: ‘We chose

Cogent because we were impressed with its suggestion on how to

differentiate ourselves in a very competitive market.’