Building a new brand for Kiln and Tokio Marine Europe
Tokio Marine Kiln (TMK) is a leading international provider of specialist and corporate insurance. Formed in 2014 through the integration of the Lloyd’s agency Kiln and Tokio Marine Europe, the London subsidiary of the Japanese giant, the combined insurer now serves clients through both Lloyd’s and the London company market.
Haggie Partners’ two-stage challenge was to build a unique, positive brand which promotes TMK’s position as an international leader, and to steer media interpretation of the merger. Bolstering the profile of new Group Chief Executive Charles Franks was a key goal.
From the outset, Haggie Partners worked with senior management from both companies to develop a common strategy and establish joint communications themes. Media analytics and internal feedback were employed to distil key messages for the new entity. Through a series of profile interviews with targeted London, European, and US media, Mr Franks presented audience-specific insights to reveal and explain the vision, mission, and values behind the united company.
The successful merger announcement garnered national media attention. Haggie Partners successfully co-ordinated the launch of the new TMK brand, which was quickly accepted by targeted stakeholders. The smooth announcement of the integration of two well-known companies was positively received by critical audiences including brokers, insurance buyers, and supervisors, who see the united business as a stronger, more flexible entity combining Kiln’s renowned underwriting flair with the reach and diversity of Tokio Marine Europe. This perception of a successful integration was underpinned by the Haggie Partners’ announcement of TMK’s headquarter move to the City’s ‘Walkie Talkie’ building. Mr Franks’ leadership has been propelled to new heights through multiple profile interviews in leading trade publications, including an appearance on the cover of Reactions Magazine.
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