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 audience. 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 let everyone know. With a global client list and workforce spanning 95,000 colleagues worldwide, a simple, compelling narrative was essential. They enlisted Walker Sands for an interim "announcement" campaign, which began with an internal video detailing the company's journey since its inception in 1871. I wrote the initial script as part of the sales process, which earned praise from senior Marsh leadership — and led to expanded announcement creative as they engaged Walker Sands for a multimillion-dollar brand campaign, their first in decades.

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.

"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