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PartnerRe

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“Thanks to all our work together and the Brand Pyramid, our global marketing finally has a solid foundation and direction. We’ve come an amazingly long way in the last 5 months!”

Cecilia Powell, Chief Communications Officer, PartnerRe

Situation

Before
After
http://PartnerRe

Before:

PartnerRe is a $6.5 billion global insurance company with financial operations on five continents. Their marketing team were struggling to get executive leadership to green light creative for a global brand campaign. The incumbent New York agency had proposed a series of campaign concepts for over a year and none had achieved buy-in from executive leadership, leading to internal frustration. Tronvig was brought in to resolve the issue and lay the strategic foundation for the global advertising campaign.

 

After:
PartnerRe successfully launched a multi-platform global brand campaign. The Brand Idea and core brand platform that we established continue to serve as the bedrock of the organizational brand and its messaging. We also updated the value proposition and backed it up with adjustments to the organization’s global operational practice.

Discovery

Working with the global marketing team with buy-in from the CEO, Tronvig guided PartnerRe back to its roots, which had been blurred by a series of business acquisitions. Updating the Core Values and establishing “Partnership” as the Brand Idea, the organization adjusted its operations to support this position and rolled it out successfully within six months of our engagement.

We diagnosed the problem as a lack of agreement on the basic principles with which the campaign could be evaluated and the absence of a coherent Brand Idea for the company. In our initial workshop with the management team, Tronvig established that the organizational Brand Idea should be “partnership.” Remarkably, this idea, which is inherent in the company name, had been lost in the confusion of product diversification and acquisitions.

Discovery: Brand Pyramid

In our initial workshop with the executive management team, we established that the organizational Brand Idea should be “Partnership.” Remarkably, this idea, which is inherent in the company name, had been lost in the confusion of product diversification and acquisitions.

5. Brand Idea
Partnership (Be a true partner)

4. Core Values
Partnership
Partner
PartnerRe

3. Why? (Emotional drivers)
I need to have a partnership.
There is not enough partnership at current place.
Current firm does not act like a partner.
This is the only firm to do this.

2. How does PartnerRe deliver its benefits?
It is a very good partner all the time.
It has lots of partnerships.
It has a good reputation.
By being there always for its clients whether near.
By being true to the cause.
They have lots of ways to deliver.

1. What is PartnerRe?
PartnerRe is a highly secure multi-market risk transfer partner with a long-term view.

The brand strategy based on partnership served as the foundation for a global marketing campaign that was distributed in 2014–15 and it supplied the principal concept for the campaign. All creative vendors for the company now had a solid brand rubric to assess any tactical activity and the company could work to operationalize both the brand strategy and Core Values across the globe. More generally, it allowed communications and human resources initiatives to become unstuck. The Brand Pyramid findings were also applied to the global website in 2014, facilitating a dramatic shift from talking about features and attributes to customer-focused benefits based on their newly clarified Brand Idea.

Actions

  • Value proposition update
  • Brand repositioning
  • Brand consulting
  • Internal brand research in North America, Asia, Europe, and Latin America
http://PartnerRe
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