Chromatic Brands
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Copy of Liberty Mutual Re: Standing out from the crowd

Strategy, proposition, positioning, branding, identity, design, risk, insurance, marketing, advertising, reinsurance

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LMRe: The feeling’s mutual

 

We developed the proposition and global advertising campaign for the world-leading reinsurance business

Background

Liberty Specialty Markets, part of Liberty Mutual Insurance Group, employs 1,700 in approximately 65 offices around the world and had a combined Gross Written Premium in 2017 of $3,757 million. 

As part of a consolidation of different businesses within Liberty Specialty Markets, Liberty Mutual Reinsurance (LMRe) was created to offer a broader range of services that can call upon the strength and stability of the wider group to provide clients with greater confidence.

Insight

Re-insurance plays a key role in underwriting the global economy. Success in this field depends upon combining the scale and expertise to operate with the flexibility and understanding to adapt to ever more complex client needs.

Definition

The reinsurance sector is built upon strong, stable relationships which are of real value to both parties. As a mutual, LMRe is unique in its ability to take a long view in turbulent times. It understands that clients need both scale and flexibility. 

 
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Expression

“The Feeling’s Mutual”. 

Our launch campaign for LMRe was all about empathy. Real LMRe experts assured clients that they understood their problems and could solve them. They were shown in focus against a busy, blurry landscape to communicate clarity and expertise. A bold use of colour set the campaign apart from its competitors, whilst conveying the fact that mutuality is more than an organisational structure; it’s a business philosophy, comprising stability, agility and a shared sense of purpose. 

Activation

As part of a global specialist and social media campaign, we ensured that LMRe featured in publications in the run up to the two main re-insurance events of the year, Monte Carlo Rendevous and Baden Baden Reinsurance Congress.

 
 

34,000

Print Impressions

516,600

Digital Impressions

90,426

Opens

13,500

LinkedIn Impressions

 
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