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“Collins is one of the largest reinsurance brokers in the United States, but relatively unknown given their size. They engaged us to position their brand and get more recognition,” said creative director Tim Naylor. “This brochure, part of a larger campaign, is a sales tool for Collins’s brokers. It dramatizes the position Mackenzie developed, Predictability for a random world, by detailing how, year after year, bad things happen that make a great reinsurance broker necessary. As the title states, ‘The unlikely is inevitable.’ The piece separates past/problem/darkness from present/solution/light; bad stuff always has happened and always will, but Collins gives you predictability. We’re pleased with the effectiveness of the timelines as both graphic element and logical piece of the argument, and we now know more about fire, flood and pestilence than we ever did before. Response by Collins brokers has been uniformly positive, and the brochure is plopping down on the desks of prospects across the country.”

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