Content Enhances Thought Leadership Positioning

XL Group plc is a a global insurance and reinsurance company specializing in complex property, casualty and specialty risks. In 2011, the company unveiled a global rebranding and advertising campaign focusing on the theme  “Make Your World Go”, which captured the powerful combination of talent, innovation and drive at XL.

Part of the rebranding included a new online platform “Fast Fast Forward”, designed to be an ongoing conversation with agents and brokers on leading issues and topics facing their clients. Sherman Think Tank worked with XL’s experts to develop timely and thoughtful articles of interest to XL’s clients, insureds and prospective insureds. In addition, Maryanne Sherman writes a series of articles under her byline on Innovation in Insurance, including "What Benjamin, Samuel and Evenezer Started" and "Coffee and Cover". Another bylined article was "Insuring Madness", which talked about insurance and basketball. The articles have proven to be successful, drawing hundreds of comments from readers, reinforcing the company's reputation for thought leadership amongst the world's largest insureds, agents and brokers.