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Alex Murphy - Expert Spotlight

What is your role now since leaving corporate life?

I have co-founded and lead a digital marketing agency, Balance. We specialise in financial services, consulting on and managing Search and Social Media marketing, training, conversion rate optimisation and more. The rest of my time I’m an independent marketing consultant for SMEs and startups, which helps keep me sharp and give something back.

How long have you been an expert of Camelot?

Just under a year.

Have you been a panel expert on any Road Tests?

No but I have done a couple of Insurtech clinics which have been very interesting.

Area of expertise:-

Marketing and Digital

Highest/proudest most recognisable previous role:-

Marketing Director of Admiral for 5 years.

How long have you been doing this subject/area -

20 years

What is your company name?


Do you have a website?

What is your LinkedIn profile URL?

Do you have a blog? My LinkedIn and

Please can you provide some examples of recent projects/professional high point that you’ve worked on?

My professional high point to date was the Stay at Home Refund campaign at Admiral during Covid. We understood a few weeks before we officially went into lockdown that we would likely be facing an extended period of lower driving, and therefore the perceived value of car insurance would diminish at the same time people may start to struggle financially. After considerable planning, we were the first to give something back to customers. Living up to our brand positioning of Rewardingly Simple, getting over a thousand pieces of coverage and putting our brand as number 1 for consideration for the first time in its 30 year history. The campaign cost £110m but the brand business benefit exceeded that, but more importantly, it was the right thing to do. YouGov voted our marketing the best of covid, above the likes of Dominoes, various banks and other household brands.

What is your unique selling point? What makes your business approach unique?

I’m a marketer with an understanding of the application of classic strategy but an affinity for executing digital methods.

Do you have a Favourite quote?

“There is nothing noble in being superior to your fellow man; true nobility is being superior to your former sell”

Any professional goals for the upcoming year?

Establishing Balance as the go to digital agency for financial brands. I will also be helping more fintechs and insuretechs with their growth.

And… Last but not least, how does being an expert of Camelot help you/or add value to your business?

As I only started my own businesses in the last 12 months I’ve relied almost exclusively on my previous employer, employees and partner network, with no means outside LinkedIn to raise awareness of my skills and experience. Camelot not only gives me and extra channel but also enables me to become a better consultant through seeing others with excellent experience and enabling me to support up and coming businesses in the clinics.

If you’d like to network with our members, register for our next Camelot Connect

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