Bermuda-based XL Capital Ltd announced plans to launch a new global communications program designed to reflect the company’s recent substantial growth and development as a global provider of insurance, reinsurance and financial products and services.
XL will launch the external communications initiative this week. It is intended to increase the company’s market visibility while promoting a greater level of understanding of XL’s value proposition and product offerings among customers, shareholders and other audiences.
XL’s president and CEO Brian O’Hara, noted, “We intend to re-position our external communications message to ensure our brand strategy is aligned with our business strategy. We want our brand promise to reflect the reality of what we have become. We have changed considerably over recent years following numerous acquisitions and start-ups and there is now a clear need to relay to our existing customers and shareholders that XL has more capabilities than ever to deliver solutions in today’s complex market place.”
As part of the campaign, XL has refined its corporate logo and tagline to reflect the company’s fundamental strength in capital and people. The logo is being unveiled this month in a series of print and television advertisements. XL has also re-launched its Web site to reflect the new look.
XL’s new communications program has been developed with the assistance of consultants from Jack Morton Worldwide, McCann-Erickson and Weber Shandwick.
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