One of those clients

As promised!

When you think insurance, what's your first reaction? Yes, me too, and everyone else. It's a necessary product/service, but one of those things that just "is." Generally, it's not very pleasant, it's expensive and you're only really glad you have it when you have a problem. Then there is the whole "insurance people" phenomenon. Not to stereotype, but we all KNOW the stereotype; stuffy, mathematical types with little personality who are all numbers and "like a good neighbor" don't say much. Marketing and advertising messages insurance companies put forth are usually boring, droll and as formulaic as the rest of their business. There are a few notable exceptions, but only a few and even some of those are pretty bad.

Imagine our delight, as "hired guns" to brand a new division of a MAJOR insurance giant a few years ago. No, really. These folks get it. From day one they told us, "We're not "them." We're faster, leaner, focused and we will approach this differently with better people and technology." They meant it, and they want to be sure they express it, well. We have helped them continually evolve and imbue their brand strategy into their organization, their initial audience (independent agents--distribution channel) and now through to their insureds. This company understands that their approach was right on two years ago and now while the approach is honed and sound, it must be expanded and modified to prepare for the future and to tweak those things they recognize are communication based, internally and externally.

We are currently neck deep in a major project which has proven insightful for the client, empowering for creativity and jaw-dropping fun for us as their CEO says, "there are NO sacred cows, if we need to change it, let's change it; even down to the names of functional groups and process that are so standard in the industry...we ARE NOT THEM. We will continue to prove it."

We've watched and participated in exceptional success over the past three years. I'm betting it gets better and better with their vision, leadership and such a commitment to their market and their communications.