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February 21, 2023

Toronto, February 21, 2023 – The Insurance Brokers Association of Canada (IBAC) is pleased to announce the launch of a new advertising platform designed to redefine how people view insurance – and insurance brokers.

A simple but powerful insight is at the heart of it: “The world doesn’t work without insurance. And insurance works best with an insurance broker!”

“If you think about it, the economy will grind to a halt without insurance,” said Linda Dolan, IBAC President. “Everything we rely on, from industry and commerce to housing and transportation, couldn’t operate. Insurance brokers ensure that families and businesses get expert advice regarding the coverage that works best for them, so they can go about their lives with security and peace of mind.”

Developed under the creative direction of Agency59, the campaign, launched on February 20, 2023, includes national television and a significant social and digital marketing effort. All elements drive traffic to a “Broker Benefit” landing page that explains the advantages of working with an insurance broker.

“IBAC is proud of our latest national advertising campaign. We believe that it will respond to the priority of talent attraction by elevating the insurance industry generally and the broker profession specifically,” said Peter Braid, IBAC CEO. “No one has positioned the importance of insurance, or insurance brokers, in quite this way.”

View the commercial here:

About IBAC:

Founded in 1921, the Insurance Brokers Association of Canada (IBAC) is the national voice of over 38,000 property and casualty insurance brokers, advocating for the interests of both insurance brokers and consumers to the Government of Canada. IBAC’s national advertising strategy, the Broker Identity Program (BIP), was created in 1988 to promote the value and professionalism of the insurance broker to consumers, insurers, and governments.

For further information, please contact:

Denys Begin, Manager, Marketing & Communications
Insurance Brokers Association of Canada
[email protected]

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