Zurich Insurance – Openwork


Zurich Insurance approached us to re-launch its Openwork brand to recapture its lost market position in the UK Financial Services market, halt the substantial adviser attrition and attract 700 new high calibre financial advisers? The brief’s difficulty was compounded by the fact that the budget and time frame were both extremely tight.


We identified a number of highly marketable benefits that had been overlooked and used these to develop an imaginative B2B campaign to disrupt the market and discredit the sceptics – notably the Financial Services Media.

Zurich’s new, fully integrated B2B re-launch campaign featured unique content drivers, branding, digital and press advertising as well as PR both on and offline.


Adviser attrition was halted almost overnight. 735 new advisers were recruited, adding £135 million in just 6 months. The client was both surprised and delighted by what a small but innovative agency like JDi could achieve and rewarded us with even more work.

“JDi is creative. They think outside the box. It’s not the same old tired ideas you’ve seen before.”