Marsh’s “Upside” Risk Campaign: Navigating China

Marsh has unveiled a clever “Upside” Risk Campaign, with a dedicated “Find the Upside” website:

Here’s one example of many: “Navigating China: What’s Your Upside”: 

“More than 90 percent of multinational companies say that China is important to their global strategies. With its astounding economic growth, its large and well-educated workforce, and its entry into the World Trade Organization in 2001, China is an undeniably attractive opportunity. But doing business in China presents unique risks. Supply chain interruptions. Intellectual property concerns. Talent shortages. Conducting due diligence on Chinese partnerships, mergers and acquisitions is paramount.  Marsh has been managing risks for clients in China for 25 years. We were recently awarded a Wholly Owned Foreign Enterprise insurance broking license, the first ever in China. To help you open doors even wider.”

“The campaign, created by the New York office of Ogilvy, seeks to disrupt the traditional view of risk as a liability to be avoided by asking the reader to also consider finding opportunities in risk. The central element of the campaign is the print component, which focuses on specific areas like climate change regulations, supply chain disruptions and expansion into China, then outlines the risk-reward paradigm. Immediately intriguing, the ads question the “risk is negative” belief and literally turn the concept of risk on its head.”