Capturing the “Je ne Sais Quoi”
Inspired by a charismatic leader in CEO Joe Plumeri, Willis was becoming the most successful global insurance brokerage firm in the industry. However, their brand did not reflect this. We partnered with Willis to capture the “Je ne said quoi” of what made them the special company that they are. Through a highly engaging process that included global brand workshops with senior leadership and research, we created a compelling global brand platform and new identity that moved Willis away from the conservative industry perception that it lived in, to a breakaway dynamic innovator.