The actuarial profession was going through an identity crisis. Rather than being perceived as critical members of a business team, actuaries were being pigeon-holed as “bean counters.” To change these perceptions, the SOA decided to rebrand. For their annual conference, Rogue Element was hired to unveil the new tagline “Risk is Opportunity” and create all supporting materials.
Solution:
Showcasing the varied interests and abilities of key representatives within the profession, we emphasized that actuaries are well-rounded thought leaders who contribute an active management role in business. The “act” in actuaries was highlighted on the annual report, and the message of empowerment continued through posters, event signage, presentation graphics, ads and calendars.
Results:
In March of 2008, PRWeek Awards, the leading awards program for the public relations industry, presented the “Corporate Branding Campaign of the Year” to the actuarial profession for the work on Actuaries–Risk is Opportunity: The Revitalization of a Profession’s “Brand”. In April of 2008, the campaign was awarded a 2008 Silver SABRE (Superior Achievement in Branding and Reputation) Award. The judges evaluated strategic approach using insights underpinned by research and planning, innovative thinking, excellence in execution, effectiveness and adherence to the highest ethical standards.
