The British Insurance Brokers’ Association has launched a new national advertising campaign to promote brokers to businesses. The campaign puts a focus on cyber risks and the importance of expert advice in managing and insuring these exposures. It features ‘Ben the Broker’, a character used by BIBA in previous campaigns.

Graeme Trudgill, chief executive of BIBA, said: “Ben the Broker burst onto the scene last year to promote insurance brokers. It was the first national advertising campaign BIBA has delivered and it exceeded our expectations.

“This new campaign is a key part of our promotional work for members. We will be building on the main message about the benefits of using a broker, but will now focus on raising awareness about the growing cyber risk and how an insurance broker like Ben can help to protect businesses.”

The campaign will run throughout May and June on multiple media channels. It coincides with the launch of BIBA’s new cyber insurance broker directory.