As with all property catastrophe reinsurers, IPC Re had an especially difficult year in 2005 due to Hurricane Katrina. Consequently, they wanted to position themselves as experts in their field – strong despite the extreme conditions. From this sprang the theme ‘Extreme Conditions Demand Exceptional Abilities’, portrayed through ice climbing imagery – a sport requiring a very focused, disciplined approach.

In a year where many of their competitors went out of business, IPC Re were able to turn it around and attract new customers by sending a message that ‘We are experts. We have weathered the storm and survived.’