Global perspectives
Insurance: McCann Erickson kicks off the sixth year of the XL Capital campaign with new visuals. The images by star photographer Tom Nagy are, once again, large.
Insurers McCann Erickson enters sixth year of XL Capital campaign with new motifs.
Since 2003, McCann Erickson has successfully served XL Capital, one of the world's largest industrial insurers, from Zurich. For the sixth year of the campaign, the agency has created six new motifs. These again demonstrate the fundamental strength - thanks to financial security and coverage - of XL Capital. The subjects increasingly address industry-specific topics such as aviation or telecommunications, as well as their specific products. In addition to the international brand campaign, the motifs are also used by XL Insurance for product advertising in specific countries. The campaign was again realized by star photographer Tom Nagy in Osaka, Singapore, Chicago, Barcelona, Belgium and Austria. The collaboration between the globally active company and a Zurich agency came about because McCann Erickson was already working for Winterthur International at the end of the 1990s. When this industrial insurer of Winterthur was sold to XL Capital, there was first a dual branding and then a pitch. The Zurich-based company won this pitch against renowned agencies, including those from New York. In addition to the current campaign, McCann Erickson also implemented the entire integrated program for XL Capital, as Urs Jaermann, who is responsible for the entire project, explains.
The campaign is continuously accompanied by impact research and shows "great success" for the insurer.
Andreas Panzeri
