Brief

We were appointed by the LMA to drive increased coverage, raise the profile of the organisation in trade and national media, and broaden and deepen the spokesperson bench across the LMA leadership team. We would also serve as advisors on media strategy and crisis communications as well as creating content for social media, including video.

Strategy & Execution

We built a comprehensive media strategy for the LMA, which included developing messaging around critical issues such as culture, emerging risks, ESG and cyber. We gave media training to the entire LMA leadership team and advised on media angles for stories senior LMA executives wanted to highlight. Media engagement included both national titles, such as the FT, and trade publications within the insurance market. Combined with an effective social media strategy and refreshed design content, both managed by H/Advisors Cicero, this is transforming the LMA’s external output.

Result

The LMA and senior executives have become the go-to source of expertise for national, broadcast and trade media on topics as diverse as Ukraine grain shipments, culture within Lloyd’s, and environmental concerns, with hundreds of quality articles citing LMA spokespeople.