Marsh Announcement Creative

Marsh McLennan was a Fortune 500 brand with a storied, 150-year history and businesses spanning risk, reinsurance and capital, people and investments, and management consulting. But they had an identity problem. The "Marsh" name technically belonged to their risk business — and the others (Guy Carpenter, Mercer and Oliver Wyman) were often not even connected in the minds of their core audiences. In order to level up and tell a more cohesive, modern story, they brought their businesses together under a new, expanded Marsh brand.

But then came the real challenge: They had to tell everyone. With a global client roster and a workforce spanning 95,000 colleagues worldwide, a clear, compelling narrative was essential. As they planned a larger brand rollout, they enlisted Walker Sands for an interim "announcement" campaign, which began with an internal video detailing the company's journey since its 1871 inception. I wrote the initial script as part of the sales process, which earned praise from senior Marsh leadership — and them selecting Walker Sands for a multimillion-dollar brand campaign, their first in decades. As concepting kicked off, our team expanded the announcement creative to keep Marsh's momentum going.

In addition to the initial video, this campaign included two full-page Wall Street Journal ads, digital and print placements in the Financial Times, in-flight and airport ads surrounding the World Economic Forum in Davos, and more. Global business leaders took notice — setting Marsh up to succeed in a new era of business.

"Great script, so well done. You nailed it, I don’t know how you did this!” – senior Marsh leader on my spec script without access to new brand resources