Risky Business

The next time you eat a sandwich, consider how many people were involved in its production—from those who made the bread to the folks who packed the condiments.

Della Femina Jeary Rothschild and Partners in New York uses this concept to tout Marsh, an insurance brokerage and risk-management company, in its first national branding campaign.

One spot lists the people who took risks to create a fish dish at a restaurant; the commercial ends with the waiter accidentally dropping the food on the customer.

“Marsh solved all these risks,” says the voiceover. The tag: “The world’s #1 risk provider.”

James Tenny, shop partner and director of marketing, said the work moves away from branding Marsh as an insurance brokerage andintroduces the risk-management concept.

“A lot of competitors talk about the idea of risk but don’t insert themselves into the solution, don’t tend to cut across so many different types of risk,” he said. “We talk about it much more specifically.”

The effort, which broke late last month, includes two TV spots, three print ads running in The Wall Street Journal, various magazines and outdoor.

Marsh, whose parent is Marsh & McLennan, is based in New York.