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case studies - Hardy Group

The Hardy Group, a specialist Lloyd’s insurer, has an unparalleled record of profitability over the last 30 years. Their aim is to build on this success through increased capacity and the acquisition of new specialist underwriters.

Despite the Hardy Group’s impressive track-record, high quality management and underwriting teams, their success and capabilities were not widely recognised. Hardy had been seen by many as ‘old-Lloyd’s’ with a tired and somewhat old-fashioned brand.

To support Hardy’s growth they wanted to be seen as a more dynamic and successful organisation with a bright modern and confident brand reflective of the true quality of their business.

Solution

Barbara Merry, CEO, commissioned Effective Image to undertake a series of important marketing and media projects to revitalise the Hardy brand and raise their profile.

Working closely with the senior management team, Effective Image has:

■  Refreshed the Hardy Group brand
■  Created new key marketing messages
■  Developed high quality, targeted media coverage
■  Created a series of new adverts, including key messages
■  Produced Report & Accounts and Interims
■  Created new Hardy Group brochures
■  Produced videos and DVDs to promote the group’s capabilities
■  Assistance with broker events, where videos were shown

Results

The Hardy Group’s profile has been significantly raised and the brand now stands out as fresh, modern and dynamic, with strong consistent messages that are used in all marketing communications.

Hardy has subsequently raised significant capital, 70% capacity growth for 2007, and attracted new specialist underwriters and teams to build their business through additional new product lines.

“We are delighted with the smart new look of our Annual Report & Accounts and, as always, it was a pleasure to work with you.“

Barbara Merry, CEO