Standing Out From the Competition: A Star is Born

Daylight Transport, a relatively new coast-to-coast shipper, wanted to build name recognition and brand awareness in a crowded market. Most of Daylight's competitors were headquartered in New York or New Jersey so we decided to capitalize on the "show biz" aspects of the company's Los Angeles location. More …

Creating a Buzz around a Start-up Insurer

In a tough market, start-up specialty insurer Valiant Insurance Group gained broad name recognition and brand awareness through the consistent use of a tried and true method: press announcements. Going against industry trends, Valiant hired in a soft market and bad economy. Press releases on each new high-level hire were sent out, averaging one per month over a period of about 18 months. The press releases focused on what the new executives brought to Valiant and emphasized what this experience would mean to Valiant's customers.  More …

Rebranding an Acquired Company

Skandia Re had been acquired by a Canadian firm. Sherman Think Tank was asked to create the branding and establish name recognition for the newly-named company, Odyssey Re. Logo, stationery and a capabilities brochure were developed and an advertising campaign was created to announce the name change ...More …

Obtaining Market Share for a New Product

Bermuda insurer ACE Ltd. developed a unique product covering the personal assets of corporate officers and directors: CODA (Corporate Officers & Directors Assurance). The product was not well understood in the U.S. market plus it could not be sold directly to officers and directors in the U.S. It could only be marketed through select brokers and agents.CODA (Corporate Officers & Directors Assurance). More …

Creative Editorial Services: Providing Insurance Agents with Business-building Tools

ASPN (Agency Specialty Product Network),an Aon company, was created to market over 300 specialty products and services from 30+ provider companies to the independent insurance agents and brokers in the U.S. One of the most effective tools ASPN used was a 16-page, four-color newsletter.. More …

Using Media Relations to Launch New Products

 Sherman Think Tank created a coordinated media relations strategy to launch a series of new products for Everest Specialty Underwriters, LLC including a new Excess Side A Directors & Officers (D&O) policy and a new Asset Management Professional Liability policy. More ...

Increasing an Industry Association’s Influence and Impact

While well-known among women insurance professionals, APIW (Association of Professional Insurance Women) was ready to increase its visibility and influence within the industry as a whole. Maryanne served as Communications Officer, VP of Programs, President and Immediate Past President. During her ten years of involvement, she focused...  More... 

Extending a Solid Corporate Brand

A well-known reinsurance broker, Gill and Roeser, Inc, raised $500 million in capital to fund a sidecar insurer headquartered in Bermuda. This was completed in record time, less than 3 months after 9/11. More …

Repositioning a Troubled Brand to Restore Profitability

Scor Re, a well-known French reinsurer reorganized its U.S. operations. To announce its new-found financial stability and solid, new management team, Sherman Think Tank created an advertising campaign centered on a new tag line "What Counts in Reinsurance is Knowing the Scor". 

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Establishing a Respected Brand in a New Market

Minet,formerly one of the world's largest brokers, was well-known in Europe but virtually unknown in the U.S. To create name recognition and brand awareness for the insurance broker in the U.S.market, Sherman Think Tank focused on Minet's global marketing strength as "the premier, high-margin specialty broker". More …