Mitsui Sumitomo Insurance London Management Ltd. (MSI) are young and forward thinking insurance company formed just 6 years ago but with a heritage of involvement in the UK insurance market for over 100 years and the financial security of Standard & Poor's AA- rating.
They insure a diverse range of risks from Construction, Property, Casualty, Professional Indemnity and Marine for large corporate clients.
They are members of the Lloyd's insurance market, working in partnership with large brokers such as Willis, Marsh, AON, HSBC, Heath Lambert and JLT Group on risks with premiums typically starting at £50,000 per annum.
Their Japanese parentage meant that the perception of their UK brand needed development in order to reflect the values and personality of what is fundamentally a British company that looks at risk management and underwriting in an innovative way.
The brief was to take the existing corporate identity and create a brand and ongoing communication plan centred on the creation of a new corporate web site. In addition they wanted an agency that could truly work with them as part of their core management team, in effect a ‘virtual’ marketing department.
The solution
Stuff Multichannel pitched against two other agencies for the work and were selected in April 2005.
In the words of Richard Thomas, senior Manager at MSI, 'Stuff Multichannel offered the widest understanding of our business requirements and the best strategy for developing our brand proposition and website to service our client and broker needs'.
A key part of the Stuff Multichannel pitch was that the website was just the start of the process and ongoing marketing resourcing should be brought in as part of the overall solution to roll the communication of the brand out during 2005 and beyond.
This involved Stuff Multichannel and MSI entering into a contract on an ongoing basis for a retained level of on-site resource and integration into the marketing team, to lead the management in a proactive way with campaign and programme delivery through regular participation at the monthly ‘Marketing Forums’.
Stuff Multichannel constructed a plan to deliver the following in 2005: -
A new website that had the ability to grow into a secure broker extranet
Development of brand values and tone of voice
A new set of corporate literature and imagery working closely in conjunction with the incumbent advertising agency to be delivered in both Print and Word Template format
A new set of e-stationery consisting of corporate PC screensavers, wallpaper and PowerPoint Templates
A revised marketing database that could form the basis of ongoing online communication as well as seminar and event invitations
The result
The corporate website www.msilm.com was delivered on time for launch in July with the printed literature, marketing templates and e-stationery following in September.
The last quarter of 2005 saw the use of e-invitations for the first time on the Broker open day and further cost saving by the replacement of the company xmas card by an electronic version.
2006 has seen the contract renewed with MSI highly satisfied by the results, with Stuff Multichannel becoming a trusted partner and marketing advisor to senior management.
Further innovations are underway in terms of the Broker resource centre and also support microsites for the 2006 seminar programme, which will involve forums and the ability to view presentations online using broadband video streaming.
