Marsh Flips View of Risk “Upside”
Down with Bold New Branding Campaign
NEW YORK (Business Wire EON) May 1, 2007 --
Marsh Inc., the world's leading risk and insurance services firm, today
announced the launch of the most ambitious branding campaign in the firm’s
136-year history by encouraging businesses to focus on another side of
risk – the “upside.”
The campaign, created by the New York office of Ogilvy, seeks to disrupt
the traditional view of risk as a liability to be avoided by asking the
reader to also consider finding opportunities in risk.
The integrated branding effort includes print, out-of-home, direct mail,
event marketing and online components. The central element of the
campaign is the print component, which focuses on specific areas like
climate change regulations, supply chain disruptions and expansion into
China, then outlines the risk-reward paradigm. Immediately intriguing,
the ads question the “risk is negative”
belief and literally turn the concept of risk on its head.
Out of home ads employ a similarly unique approach by taking
traditionally positive words and exchanging them with the word “risk.”
These ads feature phrases such as “Risk Upon
a Star” and “To
Risk Perchance to Dream.”
The messages are designed to encourage risk managers and other
senior-level business leaders to break with historic norms and look at
risk differently. Rather than being solely something to guard against,
Marsh believes managing risk smartly can give proactive companies a
competitive advantage in their marketplace.
“This campaign expresses our belief there
should be a new, more complete approach to managing risk going forward,
and also signals to our clients and the market that Marsh is back on its
front foot,” said Brian Storms, chairman and
chief executive officer of Marsh. “There’s
no company in the world better positioned than we are to help clients
understand the new realities of risks, mitigate them, and turn them into
opportunities for upside.”
The Marsh campaign is running in print publications both in the U.S. and
globally, including The Wall Street Journal, New York Times,
Financial Times and key local and trade media. There is also an
aggressive out of home campaign in several major cities throughout North
America that includes airports, bus shelters, billboards and subway
elements.
“We’re thrilled to
have created a branding campaign that visibly differentiates us within
our industry and clearly conveys the value of our firm’s
unmatched intellectual capital,” said Nancy
Elder, Marsh’s chief marketing officer. “Today’s
public and private sector leaders face risks that have few historical
precedents and limited playbooks to operate from. Our message is clear:
Marsh can help you minimize the uncertainty and find the upside
opportunity that’s inherent in most new
challenges.”
The company views its new branding campaign as an investment designed to
help stimulate both awareness and growth. “We
fully expect to create a new level of consciousness among risk managers
and business leaders that should deliver new revenue opportunities for
clients,” said Ms. Elder.
In addition to the print and outdoor ads that begin this week, the
campaign has already utilized some internal elements to generate
excitement among Marsh employees. For example, to build momentum prior
to the public launch, previews of the new ads were mailed to home
addresses and primary global locations last week.
To view the new ads, visit www.findtheupside.com.
About Marsh
Marsh has 26,000 employees and annual revenues approaching $5 billion.
The firm provides advice and transactional capabilities to clients in
over 100 countries. Marsh is a unit of Marsh & McLennan Companies (MMC),
a global professional services firm with approximately 55,000 employees
and approximately $12 billion of annual revenues. MMC also is the parent
company of Guy Carpenter, Kroll, Mercer, and Putnam Investments. MMC's
stock (ticker symbol: MMC) is listed on the New York, Chicago, and
London stock exchanges. MMC's Web Site is www.mmc.com.
Marsh’s Web Site is www.marsh.com.
MULTIMEDIA GALLERY http://www.businesswire.com/cgi-bin/mmg.cgi?eid=5387860
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