The chief executive of the International UnderwritingAssociation, speaking at an U.K. insurance industry conference,called on companies to appoint board level sponsors for all Londonmarket reform initiatives.

IUA CEO Dave Matcham made his remarks at the annual Xchangingconference in Brighton where he outlined a six-point plan forimplementing a 'cultural revolution' in the way insurance andreinsurance business is transacted by the London market.

"My very simple but important message is that behavioral changeis every bit as important as process change," Mr. Matcham said."Those close to the debate have been unanimous on one point: thatmuch of the change needed to deliver reform is about behavior andculture.

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