JLT Specialty: magazine for the mid-market | Grist

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JLT Specialty: magazine for the mid-market

A lively insurance publication for mid-market firms delivers ‘news you can use’

The purpose

Placing billions of pounds of insurance premiums every year, global insurance broker JLT Specialty’s business is built on expert management and specialist coverage of a number of defined market sectors.

Following the success of Risk Specialist magazine in building dialogue with larger corporates, JLT Specialty was keen to find an effective communication with which to engage mid-market firms in the UK.

How we helped

With a blank canvas to work from, Grist created Whiteboard, a punchy and impactful 16-page magazine. Whiteboard provides relevant news, opinion and articles addressing insurance and risk management issues as well as broader topics that are currently affecting UK companies.

Designed for a time-poor audience without specialist insurance knowledge, hard-hitting headlines and shorter at-a-glance items and key stats help to draw in readers to more in-depth features, giving practical advice and useful information.

Well-researched topics such as cyber risk, product recall and professional indemnity, together with focused coverage of industry sectors offer wide appeal and helpful insight, while client profiles and quickfire interviews demonstrate a real understanding of customer needs.

The results

Complementing key account management activity and a range of other marketing communications, the magazine helps JLT Specialty communicate differentiation in a crowded market.

The firm’s new mobile-friendly website has helped to extend the reach and impact of Whiteboard online, with key articles adding to a body of engaging online content for mid-market firms.

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Account manager: Mark Wellings

Mark Wellings is responsible for developing and implementing content marketing strategies that deliver measurable results for our clients. Prior to co-founding Grist he was director of custom publishing for the Economist Intelligence Unit in New York, publisher for Financial Times Newsletters and Management Reports in Hong Kong and senior commissioning editor for Thomson Learning in London.

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