The research that made WTW a global authority on risk

60k

social media impressions

350

executives surveyed

7m 15s

average site dwell time

Services provided

  • Strategy

  • Creation

  • Distribution

Faced with growing industry commoditisation, Willis Towers Watson needed a bold new approach to elevate its offering in the eyes of its customers.

The solution was for the company to establish itself as a leading authority on ‘risk’ and embed the need for risk management consultancy as a key issue in the minds of its prospective clients.

To drive this repositioning, WTW commissioned Raconteur to undertake a series of global studies, polling C-suite sentiment to determine the risk landscape across seven key industry sectors.

The multichannel campaign drove significant traffic to the company’s website and secured global PR coverage in titles including The Wall Street Journal, Forbes and Al-Ahram.

The challenge

WTW knew it needed to move away from a product-based offering to a consultancy and risk management model that established ‘risk’ as a key strategic issue for modern businesses.

Achieving this goal would be a huge undertaking. As a multibillion-pound behemoth, the project had to be truly global in scope, and would need to be rolled out across a network spanning more than 140 countries worldwide.

Nothing short of an international research project would uncover the business-critical insights WTW needed to prove its sectoral expertise. Meanwhile, the firm would have to collect unique perspectives from top industry figures to bolster its PR coverage and command its audience’s attention.

Our solution

The Risk Index series was remarkable in both the quality of the research conducted and the breadth of the content we created for Willis Towers Watson.

The study began with five qualitative and quantitative surveys, each polling 350 top executives from the construction, transportation, natural resources, finance and technology, media and telecoms industries, respectively. We combined the results with in-depth interviews with ten industry leaders, resulting in a level of insight unparalleled in the space.

This research was then synthesised into a multimedia campaign spanning print and digital media. Our work included long-form editorial analysis and opinion, visual storytelling, an animated video, one interactive infographic and a ten-part blog series. The resulting suite of content enabled WTW to significantly broaden its reach, engaging new clients both on- and offline. The index was translated and published in languages including Chinese, Bahasa and Spanish.

WTW's COO for technology, media and telecommunications says: “As a former technology company risk manager, I find this compilation of global megatrend and risk data extremely valuable.”

She adds: “The TMT Risk Index is a solid resource which will be used to engage clients and prospects in conversations in order to assist them in identifying their own risks and opportunities.”

WTW's comms director concludes: “The TMT Risk Index has successfully filled an information gap for our clients and simultaneously offered Willis Towers Watson a direct (and reliable) channel of communication with our key customers.”

Results

WTW’s Risk Index series boosted awareness of the brand across the globe and augmented its reputation as an expert in the field. The project generated widespread news and trade media coverage in the UK, Europe, North America, Latin America and the Middle East.

The Technology, Media and Telecoms Risk Index alone secured 30 pieces of covered in global titles including The Wall Street Journal, The Actuary, Al-Ahram, Forbes, MENA Herald, Captive Insurance Times, Risk Report, Apolis, Risk Assur and GT News.

The company also enjoyed a substantial increase in web traffic during the campaign. The TMT Risk Index generated 1,090 pageviews through organic search results, blog posts, social media and earned media referrals, achieving an average dwell time of 7 minutes 15 seconds.

On social media, LinkedIn posts generated 60,000 impressions for the brand, resulting in 350 clicks and 80 interactions.

[This project] has driven deeper relationships between clients and Willis Towers Watson, and facilitated insight-led sales conversations with prospects, successfully filtering our intended audience through the sales cycle

Communications director, Willis Towers Watson

The TMT Risk Index provides engaging content. It is the right information, in the right format, for the right audience, at the right time and impels its readers to act

Communications director, Willis Towers Watson
 
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