|Nicholas Mott – Sponsorship Manager, QBE Insurance|
|Profile of the week|
Sunday, 13 October 2013 19:23
Nick Mott is the Sponsorship Manager of QBE Insurance.
Nick joined QBE in April 2010 from sponsorship agency Synergy, where he led Philips Consumer Electronics sponsorship of the Williams Formula One team. Over the last ten years Nick has worked on a number of top brands in the consumer electronics, automotive, FMCG and professional services sectors on a range of communications and marketing campaigns.
For QBE, Nick is responsible for developing and implementing strategy for the company’s sport sponsorships with the RFU, QBE Internationals, Chris Robshaw, other ambassadors and Glasgow Warriors.
Nick has a degree in Economics from Loughborough University.
By Ismail Uddin
When you came to QBE Insurance in 2010 you had worked with a number of brands as you were with a sponsorship agency. How different was it working as a brand?
Your stakeholder audience is a lot different. On the agency side you spend a lot of time working with your team and dealing directly with one client. But when you are on the client side there are quite a few more interested parties in the activation so you find yourself dealing with senior management, mid-level management and also stakeholders within the media marketing team from advertising, internal cost, PR and events team to ensure everybody is kept in the loop in terms of activation.
Were there any difficulties when you started?
Not really, it was exciting to move and make the change from agency to in-house. You have a little bit more control over the activation and the programme you have in place. It’s now up to you to go and sell that as the right route forward to media people within the organisation and raise the brand of QBE. It was one of the challenges and was obviously different but a good challenge nonetheless.
QBE are heavily involved with Rugby. Why is rugby so important to your business? Who does that help you target?
Our target audience are key decision makers within any side of the company. This could be the chief executive, operations director, finance director or for large companies it could be a specialist insurance buyer. Now the challenge we identified was that not having a strong brand recognition within the UK meant that consideration for our product was low when compared to some of our competitors who are household insurance names.
With QBE we only do business insurance so we found when we presented to our clients that our policy options weren’t being considered because there was more brand recognition and familiarity with our competitors so we knew we needed to undertake a brand awareness program. We decided that sponsorship was the best vehicle to get our brand across to our audience and welcome a much bigger audience. When we started off the sponsorship program we looked at 30 different sports and we settled on a shortlist in which Rugby was the pick.
It was picked for five different reasons really; One was the target audience was definitely there we knew from our research that we’ve done. The opportunity at the time in 2009 was very good, there weren't many insurance brands within the rugby space already so we knew we could come in there and make an impact. We picked a partnership with Premiership Rugby because we have a national presence across the UK. The locations of each of the Premiership rugby clubs go nicely with the locations of our national offices and Rugby was excellent value for money compared to the other sports we investigated. The final reason was values, the values of Rugby are very strong from grass roots through to international level. Their values fit well with our internal values.
The QBE has a major deal with the RFU to title sponsor the Autumn QBE Internationals. How did the deal come about?
Our five year plan in terms of sponsorship was to move up into title sponsorship of a competition of a team or a league at some stage in the next three to four years from 2009. How the England relationship came about was shortly after we signed our Premiership deal, they approached us with the opportunity to become a minor partner which gave us category exclusivity around the insurance sector. From there, our relationship with the RFU progressed and when Investec decided not to renew the Autumn International title sponsorship that opportunity was presented to us and it fit well with our audience and with our desire to move into a title sponsorship so we made a deal with them.