The repositioning effort restores the company's historical name, Marsh & McLennan, replacing the MMC corporate brand identity previously used in the company's logo and marketing materials.
The integrated campaign, including TV, print and online, was created by Doremus New York. The budget was undisclosed.
“This is a pivotal time in our corporate history, and our powerful brand equity underlines the diverse portfolio of our leading professional services companies,” said Dan Glaser, group president-COO of Marsh & McLennan.
Marsh & McLennan is made up of subsidiaries Marsh USA, an insurance broker and risk adviser; Guy Carpenter & Co., a reinsurance company; Mercer, a human resources consultancy; and Oliver Wyman Group, a management consultancy.
“Our new ‘Partnering for Impact' campaign reflects the true scope of our firm, while emphasizing our core principals of client success, collaboration, business fundamentals and leadership,” Glaser said.
The campaign kicked off Sunday at the International Insurance Society's annual conference in Toronto.
A TV commercial is currently running on local Toronto stations, aimed at C-level executives. The spot features the new company name with voice-over saying, “We are Marsh. We are Guy Carpenter. We are Mercer. We are Oliver Wyman. We are Marsh & McLennan Companies.”
The campaign also includes print ads in publications such as the Financial Times and Wall Street Journal and online ads on financial sites such at FT.com and thereview.biz.
As part of the rebranding effort, Marsh & McLennan introduced a new website at partneringimpact.com, which features more detailed information about the company as well as the TV spot.