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branding and positioning for this innovative new reinsurance company via
two trade show exhibits and two annual reports. Created two themes Theme
of first was 'Cutting Old School Ties", theme of second was
'Burning the Midnight Oil". Cut off 2500 neck ties at Risk
was a newly formed Reinsurance Company. We helped introduce and brand
the new Company in a world where old, established Companies such as
Lloyds of London were difficult to compete with.
Re provided reinsurance coverage.
RE was a new reinsurance Company with innovative ideas.
trusts new reinsurance companies.
successfully compete with others like Lloyds of London, Trenwick needed a
we developed a theme: "cutting old school ties"
old school ties" helped Trenwick brand and make a name for
itself in an old, and very established market.
used the theme in all of Trenwick's communications... their ads,
promotions, and all of their marketing and promotional tools.
even built a three-foot tall tie-cutting machine for their exhibit booth
at the RISK Reinsurance Symposium.
competitors entertained guests with dull rhetoric on leather
couches, our client was busy cutting 2800 ties from the
necks of key reinsurance executives, who proudly wore them.
A lot of people started talking about Trenwick.
Everyone was sporting half-cut ties.
Trenwick was an overnight hit.
case history is in progress.