Table of Contents 6 2012 OVATION Awards Winning Entries

OVATION Awards Winning Entry
Communication Creative
Publication Design
AWARD OF MERIT
Entrant’s Name: Lesley Boros
Organization: RSA
Agency: AIMIA
Division/Category: Division 3/Category 17
Title of Entry: Large Commercial Publication
Time Period: 2011
Brief Description: To help reinforce its position as a leading commercial insurer and choice for broker partners
after a large acquisition, RSA needed to go “BIG”. This campaign certainly did that, and then some. The print
campaign included strong case studies messaging from various clients. This spoke to our expertise in the Large
Commercial and Specialty insurance market.
Need/Opportunity
When RSA acquired commercial insurer GCAN, the bar was raised overnight. This purchase made RSA
the 4th largest insurer in Canada. But there were substantial risks ahead for our company. Acquisitions
can raise market concerns around stability, continued growth and profitability. Customers can become
concerned that their needs will no longer be met.
RSA needed a new approach. We needed to ensure that we were perceived in the market to be the right
company to acquire GCAN. We needed to move quickly to reinforce market confidence that the
purchase of GCAN made sense and to communicate that our strengths were complementary. We
needed to demonstrate that together, we are more than the sum of our parts.
Intended Audience
The core target was twofold:
1. Internal staff at RSA and GCAN
2. Insurance Brokers who are the exclusive sales channel for the end customer
We also wanted to send a message to GCAN employees that RSA is the right place for them to work with
their expertise in the commercial market.
In Commercial Insurance, BIG is GOOD. Decision makers need to know that their insurance partner is
stable, financially viable and with good capitalization. In Aimia Incorporating Carlson Marketing addition,
Brokers need assurance they'll be getting a market advantage by the union of GCAN and RSA due to our
robust expertise and global reach. We also wanted to dial up our history in Canada as a large global
player.
Goals and Objectives
Mergers and acquisitions create tremendous opportunity. But there is a need for quick wins early on.
Customers and Broker partners need to see the upside and act accordingly. We had to show results out
of the gate on the topline and the bottom line.