Humanising Insurance

Putting colleagues front and centre as Lockton positions itself as the credible, intelligent alternative to the dominant players.

Lockton is the world’s largest, independent, privately owned insurance broker with revenues in excess of $1.25 billion. It is an entrepreneurial and ambitious player that is giving the big brokers in the sector a real run for their money. With a relatively low profile and little by way of professional marketing, the UK business needed to get serious about brand.

rbl have worked with Lockton in the UK for the past 3 years and supported M&C Saatchi, the global advertising agency, to develop a brand strategy for the business in the UK, summed up in the concept: Broking Done Differently. We also advised on the structure, remit and investment requirements of the internal marketing organisation.

rbl is helping Lockton to bring Broking Done Differently to life through creative communications in print, digital and film formats. Digital film has played a key role. We’ve created a series of ‘In Action’ case studies that give real-world examples of Broking Done Differently.

A film crew from rbl visited some of Lockton’s key regional offices to hear first hand about how Lockton has added value to clients’ businesses.

Everything about Broking Done Differently is focused on people and culture:

– the particular type of people who choose to work at Lockton – ambitious, independent thinkers

– their entrepreneurial and agile approach

– the quality of the relationships that they build with clients

– a unique company culture that puts the client first

A different approach

Insurance is often described as a commoditised service. So, we wanted to position Lockton as ‘humanising insurance’. This approach is the natural expression of Broking Done Differently. It puts Lockton’s people front and centre as the confident ambassadors of everything that Lockton stands for. We aim to show that Lockton is a business with a brain and a heart.

We have also created an interim, fully responsive website that houses many of the essential communications elements developed by rbl, now live at

This is work in progress and our relationship with Lockton continues.

In everything we are delivering on the marketing front, we want to convey what the experience of working with Lockton will be like. We want potential clients to think: “I want to meet those people and hear what they have to say.” We want potential employees to think: “That’s a company where I think I would really fit in.”

It’s all about the people. So, we have chosen to use informal, active portraits of Lockton’s Partners and Associates.
We are using a relaxed, contemporary style, with lots of natural light, to convey the personality of the individuals and, by default, the firm. All photographs by Magnus Rew (

Since completing this project, we have also developed a new brand identity for Lockton Private Clients – a new, elite service for high net worth individuals owning a complex portfolio of fixed and mobile assets.

rbl have provided me with outstanding quality at every level. Rebecca provides the high level thinking and wise advice that has enabled me to plan an extensive programme of activity and achieve consensus from many different stakeholders. She has enabled me to think around the project and to stay focused on the essentials. Her creative team have delivered a wide range of material, often under very tight timeframes. They have a clear creative vision which has elevated our marketing materials to a whole new level. I regard Rebecca and her colleagues as extended members of our in-house team.

Katryna Turner, Marketing Director, Lockton Companies LLP