Challenge

Unum is the largest employee benefits provider in the UK, leading the sector with innovation. But with fragmented messaging and a lack of brand focus, few knew this. They were left with the image of a bland run-of the-mill insurance company, indistinguishable from the competition, running the risk of others stealing attention and market share.

Solution

A comprehensive organisational immersion and in-depth customer research quickly unearthed a core truth: Unum has been consistently driven to create happier and healthier workplaces, where all employees can thrive. This core sense of purpose was reflected in Unum leading the category with altruistic innovation across its history. It was also highly relevant to the moment as clients sought to stand out in a tough talent market as a progressive and forward-facing employer. This customer and product insight led us to create a new conscientious brand positioning ‘For everyone’s benefit’, that gave innovation purpose and created distance from the competition in a crowded marketplace.