An M&A brand strategy uniting 4 global marine brands under Lockton

The challenge was globalising Lockton's marine insurance product line, making it the pilot project for other lines of business. The project involved upfront strategic thinking to develop a brand identity, value proposition and strategic communications addressing internal and market perception issues, aligning cultures and stakeholders amidst the merger of the 4 distinct companies.

Research involved interviewing over 30 members of the management team to understand their perspectives on the merger. This continually informed our planning for subsequent workshops, ideation sessions and content. Initial surveys indicated a stakeholder satisfaction rate with the status quo 30% and only 50% of employees felt culturally aligned.

Our staged offsite Stakeholder events were 95% attended, and the feedback was 90% positive by the end of the first day.

At the root of this was, “The Horizon” a graphic device that united all creative – something to believe in. A comprehensive rebranding strategy was devised, focused on establishing a unified brand identity, aligning cultures, and changing internal and external perceptions. Lockton Marine was formed by bringing together three global brands, into a parent brand to create a stronger entity.

Instead of erasing the existing brand identities, they were united under the Lockton name, becoming Lockton Edge, Lockton P.L. Ferrari, and Lockton Omni.