Insurance broker Willis Group launched its corporate publication to distinguish itself from its competitors in what is a highly commoditised market and to demonstrate its understanding of clients’ industries, issues and risks.
Created with Willis Group’s core audience of around 10,000 risk managers in corporates around the world, Resilience was also designed to engage with 18,000 employees and business partners. The editorial strategy of the bi-annual publication, which has a 12,000 print run, is to provide value to the client by showcasing Willis’ industry expertise, analytical insights and innovative risk solutions.
It also serves to build brand awareness and trust with the broker’s core audience.
A complementary website, www.resilience-willis.com, was created to provide additional webonly content, ranging from videos to interactive infographics and slide shows. Both publications are promoted via willis.com, the WillisWire blog, press releases and social media campaigns.
Since launch, Willis has found that six per cent of visitors to its website ‘act’ after reading the content, whether that is downloading brochures or contacting the broker, and more than 300 sales leads have been generated. The time spent on reading articles on the website averages five minutes.
‘This was a clear and targeted strategy,’ said the judges. ‘The publication achieved a good balance between its core subject and the wider world.’