Marsh Inc., the giant risk and insurance services firm, is launching the most ambitious branding campaign in the firm’s 136-year history.
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 the upside of 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.
The ads question the “risk is negative” belief and turn the concept of risk on its head, according to the firm.
Out of home ads employ a similar 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, the ads convey that 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.
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 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.