Liberty Specialty Markets Asia: Never-changing, ever-changing
Strategy, proposition, advertising, film, awareness, insurance, risk, Asia
Liberty Specialty Markets Asia: Never changing, ever changing
Developing an integrated campaign to raise awareness of the name change from Liberty International Underwriters to Liberty Specialty Markets - transferring the equity from the local to the global brand.
Background Liberty Specialty Markets is harmonising its regional businesses under a single global brand. It needed a campaign which explains the change and evokes its benefits for brokers and clients.
Insight The global specialty insurance industry increasingly depends upon bringing together both scale and expertise – to leverage capacity and remain flexible and adaptive to ever more complex client needs. The Liberty Specialty Markets brand represents a powerful proposition – the promise to provide continuity and assurance in an unpredictable world. The local knowledge and operational autonomy of Liberty International Underwriters is only strengthened by being part of something bigger and stronger.
Expression We developed the headline ’Never changing, ever changing’ to communicate the fact that although Liberty International Underwriters is trading under a different brand, it offers the same great service which its clients and partners depend on. The concept of joining forces with the rest of Liberty Specialty Markets is evoked by the beautiful image of a murmuration of starlings. The headline and image are a major departure from the norms of commercial insurance advertising and marketing. It is appropriate that they should stand out from the crowd not just to get attention, but because Liberty Specialty Markets is a genuinely distinctive brand and organisation - a mutual with a strong sense of purpose and a collegiate culture.
Activation Launched in June 2019 across risk and insurance media, the campaign was supported by changes to websites, broker portals, marketing documents, policy templates and outreach activities across the Asias Pacific region.