Marsh pushes the ‘upside’ of effective risk management

Marsh has announced the launch of what it believes is 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 people 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. The ads question the ‘risk is negative’ belief and 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.

To view the new ads, visit www.findtheupside.com

•Date: 11th May 2007 • Region: World •Type: Article •Topic: BC markets
Rate this article or make a comment - click here