Marsh wages campaign to promote the “upside” of risk

Marsh Inc., a risk and insurance services firm, has launched a new branding campaign, encouraging businesses to focus on the upside of risk.
The campaign, created by the New York office of Ogilvy, seeks to disrupt the traditional view of risk as a liability to be avoided, by asking the reader to also consider finding opportunities in risk, Marsh announced in a press release.
The messages are designed to encourage risk managers and other senior-level business leaders to break with historic norms and look at risk differently, the company said in its release. Rather than being solely something to guard against, Marsh believes managing risk smartly can give proactive companies a competitive advantage in their marketplace.
The idea is to place ads in print publications both in the U.S. and globally, including The Wall Street Journal, New York Times, Financial Times and key local and trade media. The ads are intended to create a new level of consciousness among risk managers and business leaders to redefine risk management as a way to deliver new revenue opportunities for clients.
According to Marsh chairman and CEO Brian Storms: This campaign expresses our belief there should be a new, more complete approach to managing risk going forward, and also signals to our clients and the market that Marsh is back on its front foot. There’s no company in the world better positioned than we are to help clients understand the new realities of risks, mitigate them, and turn them into opportunities for upside.”