We don’t usually think about insurance and reinsurance markets — but risk management is an important behind the scenes, B2B business. Seeking to increase brand awareness, the Willis Group out of London, got into sponsorship . The resulting “Willis Resilience Expedition” (article at B2B Marketing, December 23, 2014) shows that careful planning can generate significant publicity. While this case study provides some details about the campaign and the media results, it is unclear what it cost. Consequently it is not possible to know the efficiency of the approach — but the impressions generated appear to be pretty significant.
This is a nice example of publicity in a non-traditional B2B market.