The insurance industry has a reputation for being “boring”, but a new campaign from the CII aims to lure the cream of the university crop into the market. 

As thoughts turn to the Christmas break (the shops are already awash with festive items) the biggest talking point in the market has been the steady move towards further outsourcing.

In the run-off market outsourcing is the name of the game, taking entire companies or books of business off the hands of the shareholders to deliver finality.

The big deals are quite clear cut, but there has been talk recently in the market of the rather blurred sides to the run-off equation.

An industry is only as strong as its weakest link, so the delivery of finality and peace of mind to the shareholders means that the run-off market is playing a vital role in the reputation of the market. It seems there are those who say the reputation of being hit by those who are looking at the additional roles to the run-off equation are to the detriment of its reputation. Surprisingly, I think this is one instance where we can't point the finger at lawyers.

Which brings me to the clear highlight of the month. The Chartered Insurance Institute (CII) is driving a new talent initiative designed to lure the cream of university talent into the insurance market.

How will they achieve this? By a bigger attendance at the various careers shows and the use of a new marketing campaign - and this is where the market may well raise a few eyebrows.

The CII says that the insurance industry has a reputation as one which is inhabited by “men in grey suits” and is seen as “boring”. In an attempt to change this perception, the CII has produced a series of ads which will explain the excitement of the risks underwritten.

The first image - a Urinal! It might be Marcel Duchamp's Fountain, a classic piece of modern art, but like it or not it is a urinal which is highlighting the pricing of art.

The second advert shows the face of a horse with the slogan “he's performed on the track – now what's he like in the sack?” This image apparently highlights the bloodstock market where millions can be won or lost on the fertility of a successful racehorse.

What is does not address is the wages that you can earn if you are successful in the insurance market. The lure of investment banks is the millions of pounds in bonuses - and the industry will have no choice but to pay good old pounds shillings and pence to fight off the competition. Because, like it or not, a picture may paint a thousand words – but money talks.