Challenge
As the oldest insurance broker in the film and television industries, Aon/Albert G. Ruben had a problem: How does it, a niche insurance brokerage with more than 70 percent market share in the entertainment business, maintain its leading role?

After some 90 years in Hollywood, the company was seeking to reenergize its client base. A major competitor had just entered the entertainment market, more and more studios were self-insuring, and industry turnover had produced a new generation of media executives who were not familiar with Aon or its expertise.

Our Solution
When Aon turned to KemperLesnik as its marketing communications partner, we sought ways to reinforce Aon/Albert G. Ruben's long-standing brand and remind the entertainment community about the company's experience and industry commitment. Working closely with the Aon/Albert G. Ruben team, a plan was devised for elevating market awareness of the company's loss control expertise by creating the Aon/Albert G. Ruben Risks in Global Filmmaking map. This map of the globe identifies the risks - including crime and corruption, disease, kidnap and ransom, medical care, political risk and terrorism - that are of utmost concern to filmmakers seeking to shoot overseas.

Working in tandem with Aon experts, the team analyzed the risks and produced a new map each year, which was marketed directly to clients and prospects as well as publicly through the entertainment and general news media. Ongoing risk updates were provided throughout the year, keeping clients and prospects abreast of the global scene via a website where visitor demographics were captured for future marketing/sales efforts.

Results
The map was covered extensively in general and industry media outlets, and its annual publication was widely anticipated and newsworthy. It was successful in driving sales, and enabled its author, Aon/Albert G. Ruben's risk control expert, to speak to numerous audiences in the entertainment business. The 2006 map had a total reach of 56 million. With the 2007 edition of the map, the team introduced a social networking component and coordinated an international media effort that drove millions more media impressions from audiences across the globe.