Zurich Insurance is one of the UK’s leading insurance companies and one of the world’s largest insurance groups.

B2B media relations (feature writing) in the insurance trade media for one of the world’s leading insurance companies


To generate monthly, thought leadership feature articles – entitled “Expert View” – as part of Zurich Insurance’s sponsored editorial activity in Insurance Times, aimed at the UK insurance broker market.

PR Strategy

Metamorphic PR tapped into the company’s leading subject matter experts to highlight and explain vital industry issues relevant to the insurance broker community.

PR activity:

We interviewed numerous Zurich Insurance experts to create an ongoing series of by-lined feature articles which demonstrated the company’s knowledge and expertise. The aim of this was to educate and inform the reader to understand essential industry topics as if they were listening to the expert speaking in person.


By researching, drafting and developing thought leading feature articles for the company, we:

  • Raised the visibility of Zurich Insurance’s leading experts, discussing subjects including SME motor insurance, supply chain risk, high net worth customers, underinsurance in the property market and professionalism in the insurance industry.
  • Emphasised how the company is committed to collaborating with insurance brokers, the publication’s principal readership.

Jonathan Baker, former Global Broker Development Manager, Zurich Insurance, said: “Jon wrote a monthly column on our behalf for almost two years and each time delivered excellent work. He was well prepared on each topic and asked the right questions when conducting interviews, facilitating a natural conversation with the interviewee. This means that the finished articles always captured the key points and read very well. To cap it all, Jon often has to work to tight deadlines which is very much appreciated! Highly recommended.”

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