Launching Ed

Broking redefined

When Steve Hearn took charge at Cooper Gay Swett & Crawford he needed to make big changes. Not surprisingly, this included changing – and shortening – the name. He was looking for something striking and provocative. A clear break from the past.

We set up a working party to make sure we understood what was needed. We drew up a shortlist of potential names and presented them to key decision makers. ‘Ed’ was our most radical suggestion but it was the right choice; provocative and disruptive yet approachable.

The distinctive new name has impact, so our branding had to be bold. Intelligent Insurer judged our work “the most striking rebranding in the history of risk transfer and possibly the biggest single talking point of the reinsurance world”. Not bad. And we also came up with the ‘Broking redefined’ strapline.

Our work for Ed won ‘Newsmaker of the Year’ at the Insurance Day Awards and ‘Best Strategic Communications or Corporate Brand Campaign’ at the PRCA City and Financial Awards.