The Willis Resilience Expedition

Willis embarked on a unique partnership to support a polar explorer to increase brand awareness

Willis Group is a global risk adviser, insurance and reinsurance broker with more than 18,000 staff in 400 offices worldwide. Willis advises on risk management, helping companies become resilient to threats, including external events such as extreme weather. Scientific data and sophisticated analytics are a crucial part of Willis’s risk management solutions.

While enjoying a high profile within the global reinsurance sector, wider public awareness was less significant.

Willis was considering supporting a 19 year-old polar explorer on a climate change research expedition to the Antarctic. Willis chose to work with Captive Minds on this project because the agency had proven technological and logistical experience for high risk expeditions and a track record in creating and deploying ‘big content’ for brand marketing purposes.

Objectives
The Willis Resilience Expedition (WRE) was born, with two clear aims: a significant climate change research project and a world speed record attempt. Involving genuine risk, the expedition would inspire clients and Willis associates, becoming the focus of a global marketing and PR campaign.