the background

Innovation Group has become one of the leading solution providers to the global insurance industry through the development of a flexible combination of business process outsourcing, supply chain management and technology solutions. Innovation's partnerships give their clients access to proven, leading-edge technology, world-class insurance expertise and global delivery capabilities.

Through the tremendous successes Innovation had achieved worldwide with their clients, Innovation was ready to embark on a structured, global marketing communications strategy and initiative that involved many different components of their marketing supply chain.

the challenge

As a result of Innovation's initiatives to launch a global marketing communications strategy, the company sought to achieve a cohesive brand and identity worldwide. The objectives outlined by Innovation included a suitable and tactical mix of channels and messaging. The challenge was to establish the Innovation Group with a single identity as the "brand of choice" for BPO in its chosen markets. As more tangible sales opportunities were to result through their marketing efforts, consistent messaging was of utmost importance that would incorporate the tone and ethos of the corporate identity and its "brand pillar" attributes.

To seize the significant market opportunity created by globalization, all components of Innovation's marketing supply chain must be conveyed to their clients as being consistent, up to date and of value to the end users. New brand positioning and messaging, along with supporting marketing materials, communications and micro-websites, were needed to reflect their new strategy and convey the appropriate benefits to their chosen audience.

the results

Magellan's creative services team developed a suite of branding concepts which focused on an integrated look and feel to the marketing materials and sales kits that worked effectively across a global stage.

Once the concepts were finalized, Magellan provided copywriting services in order to pull together a cohesive corporate brochure detailing Innovation's services as well as an overview of the company. From this individual information flyers, mailers and sales kits were produced for each division. All printing and production of the materials were performed by Magellan, to guarantee the same colors and quality across the board.

Innovation also implemented Magellan's award nominated ECOS technology (electronic collateral ordering system), designed to provide a single source solution for ordering marketing collateral and sales kits. This eStore is used as a central repository for all stationery, literature, collateral, training materials, sales kits and branded merchandise worldwide. The system also manages the inventory levels, customer service support, shipping and returns along with customized reporting.