Communicating the mutual difference

In February 2022, ICMIF launched a new report Leveraging the mutual difference which shared the findings of a recent member survey of marketing and communication functions across the ICMIF membership to see how members used their mutual/cooperative status as a point of difference when marketing and communicating to customers, when recruiting, and when communicating with employees. The unique differentiators which many ICMIF members shared, coupled with ICMIF’s own research and subsequent financial insights, demonstrated clear opportunities for ICMIF members to market their mutual and cooperative difference as this resonates and aligns with a variety of their stakeholders.

This webinar features case studies derived from the report featuring three ICMIF members in the UK, South Africa and the Philippines who are actively leveraging their mutual/cooperative difference when communicating to stakeholders.


  • Adriaan Bester, General Manager: Corporate Affairs, AVBOB (South Africa)
  • Juliet Allister, Marketing Leader, Cornish Mutual (UK)
  • Jackelyn Ballena, Vice President for Operations (Life), 1CISP (Philippines)


This webinar is one in a series of special webinars to celebrate ICMIF’s centenary in 2022. More webinars will be hosted this year on a wide range of topics that will be discussed further at our Centenary Conference in Rome (Italy) which takes place from 25-28 October 2022.

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