Travelling from Radlett station last week I couldn't help but notice a poster ad for Hiscox Insurance. I like their ads because the messages are clear, they use simple imagery and colour schemes and their brand really comes through. But the reason this latest campaign struck a chord with me was due to the fact that you could have replaced Hiscox with Mala and the core message would have been just as appropriate; truth be told I was a bit peeved that we hadn't thought of it first!

The poster highlights the fact that you wouldn't buy every day consumer goods that you couldn't use but you probably have aspects of your insurance cover that aren't needed. The same core message applies in our market; Telecoms Cost Management ensures that you don't pay for telecoms services you neither use nor need just because it can be too time consuming to analyse the multitude of bills and paperwork that you receive from suppliers.

Great ad and I nod my head (grudgingly) with respect for the Hiscox creative team.