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MARSH FLIPS VIEW OF RISK WITH BOLD NEW BRANDING CAMPAIGN.
(Full text of a statement. Contact details below.)
Marsh Flips View of Risk ''Upside'' Down with Bold New Branding Campaign
Advertising Writers/
NEW YORK--(BUSINESS WIRE)--April 30, 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.
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Source: HighBeam Research, MARSH FLIPS VIEW OF RISK WITH BOLD NEW BRANDING CAMPAIGN.