IJAM welcomes guest blogger Theresa Schugel, EVP – Business Development, BMS Group. BMS has a fun branding campaign happening right now that is centered around some key conferences including NAMIC. We thought you marketers might like to check out some of the images. Kudos to BMS for originality!
Let’s face it – standing out in the risk management world is no easy task. And as marketers, we are always challenged to find a way to get the attention of the customer and connect them to the brand.
If you’re at NAMIC this week, you’ve probably seen some unusual sights on the streets of Seattle. From sidewalk-chalk stencil statistics to a BMX stunt biker, BMS has creatively taken over the area in unexpected ways, as part of a larger brand refresh. If you haven’t seen it, here’s a quick peek:
At BMS, we pride ourselves on our creative approach to successfully placing and solving the toughest portfolio problems, and we took the same approach with this marketing initiative. We know that managing risk is a serious, high-stakes business, and we wanted to communicate that in a unique and eye-catching way that would also showcase our expertise. We’re also passionate about the work we do, and wanted to bring our brand to life in a highly energetic way, which we feel this campaign accomplishes.
Our branding launch comes on the heels of impressive growth in the U.S. and on the cusp of the next phase of our strategy. It’s designed to help BMS effectively communicate its strengths in a crowded marketplace – not only in terms of the messages, but by cutting through the clutter in how it’s delivered. It also aligns with our overall strategy to fully integrate marketing and business development.
This approach may be out of the ordinary for the reinsurance industry, but that was exactly our strategy. We wanted to create something that differentiated us within our competitive arena, and represented the energy, passion, and forward thinking we bring to our business every day. In this industry, having the right tools is simply table stakes. We at BMS believe it’s how you apply those tools that makes all the difference. We do it in a way that’s collaborative, customized and creative – and we’re proud of that.
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