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.
