Steve Langan made Hiscox insurance the most trusted general insurer. He is a business leader who believes in, and uses, the power of marketing. Here he talks to Naga Munchetty about marketing effectiveness today.
As CEO of Hiscox UK & Ireland, Steve Langan transformed the UK business from a name only known in the City to the UK’s most trusted general insurer and a nationally known and respected brand. Over the past five years the Hiscox brand has been successfully launched in the USA, France and Germany under his leadership.
From 2013 Steve led the UK & Ireland and Europe businesses as a combined entity and in 2014 he also became CEO of the Direct Asia Group, based in Singapore following the acquisition.
Earlier this year he joined Hiscox USA as CEO and currently works in the Manhattan office. He is also responsible for the Hiscox Art Collection; an internationally recognised corporate collection of over 1,000 pieces spread throughout the thirty-two Hiscox offices around the world.
“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”
Bridget Angear, Joint Chief Strategy Officer at AMV BBDO
“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”
David Wheldon, Chief Marketing Officer, RBS
“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”
Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK
“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”
Andrew Canter, Global CEO, BCMA
“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.
Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited
“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”
Chris Combemale, Group CEO, DMA