Aon

Underinsurance, female truckers, food and drink, and luxury goods

Highbrook has devised a strategy for SME insurance and has produced whitepapers, brochures, animation, social media cards and articles for Aon over eight years.

Our brief was to devise content that distinguished Aon from its competitors. The SME work illuminated themes from Aon's research into businesses' attitudes towards insurance. Highbrook created content across multiple channels and formats based on the research, with a focus on client insights and statistics.

We started with a 4,000-word whitepaper (below), drawing on the expertise of Aon and external contributors. This was followed by two universal articles, four explainer articles, seven sector-specific articles, eight videos, two brochures, two infographics, eight emails and three carousels.

In a separate project, Aon commissioned us to create material for high-net-worth individuals on property and underinsurance. Subjects covered include £1m garden makeovers, luxury extensions, collaborations between architects and artists, and renting your house out for filming.

Research for the underinsurance series showed that nearly 60% of people with assets worth more than £100,000 were at risk of being underinsured. After extensive keyword work, we wrote and designed a whitepaper, and created articles and social media assets on the value of using a broker and valuer in a sector where values constantly change.

Highbrook has also produced a series of pieces on Aon's work with affinity partners along with other aspects of its bespoke consultancy and brokerage services, including brochures and award entries.

Pieces include an examination of the developing legal doctrine of vicarious liability, the virtues of bespoke insurance for food franchises, the need for more female truck drivers, the implications of Brexit for the haulage industry and driverless trucks.

We were also commissioned to produce a three-minute animation on diversity, equity and inclusion (top of page).

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