Liberty showcases complex risk expertise with new brand campaign

Liberty has launched a new client and broker-focused marketing campaign across the UK, MENA and Europe, as it looks to strengthen brand recognition in key specialty markets.

The campaign centres on the idea that while many commercial risks are difficult to identify and assess, insurers’ expertise should be highly visible.

Using the visual language of high-visibility workwear, Liberty will run the campaign during AIRMIC and at other industry conferences including FERMA. It will also include digital advertising, trade media, LinkedIn and in-market activity in London and Birmingham, as well as in European locations.

The creative concept is built around the line: “Risks to businesses can be invisible. Your insurer shouldn’t be.”

Luis Prato, President, UK & MENA, Liberty Specialty Markets, said: “In today’s volatile world, many of the risks facing businesses today are increasingly complex and often not immediately visible. Our campaign is built around the idea that specialist expertise should be easy to see and readily accessible. It captures what Liberty stands for — deep expertise, service excellence and a long-term perspective — and brings that to life in a distinctive way for brokers and clients.” 

In the UK, the campaign includes advertising in London and also in Birmingham around the AIRMIC conference. The campaign will run across social media with placements in key insurance publications and activity in Leadenhall Market commencing in June. 

The campaign will also run across Europe from mid-June with key media advertising around FERMA in Rotterdam. Liberty is also looking to roll out the campaign into APAC and LATAM at a later date.

Pierre-Edouard Fraigneau, President Europe, Liberty Specialty Markets, added “This campaign continues our broader brand narrative around mutuality and long-term thinking and helps make Liberty more visible in the moments that matter most to brokers and clients.”