Sixteen months after buying the largest property and casualty agency in Connecticut, People's Bank of Bridgeport is readying a broad marketing push for insurance. The $12 billion-asset thrift will begin radio and direct mail advertising of its insurance capabilities Oct. 1.

Instead of starting the advertising campaign right after the purchase of R.C. Knox & Co., People's delayed so thrift employees could be taught about insurance and familiarized with the new subsidiary, said Barbara P. Johnson, senior vice president and manager of the thrift's insurance services.

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