IPC Re

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.’