Kennedys Claims Apprentice case study
Kennedys is a global law firm providing a range of specialist legal services across industry sectors including insurance and reinsurance, with particular expertise in litigation and dispute resolution, especially in defending insurance and liability claims.
Kennedys approached us to create an innovative and impactful campaign to communicate its expertise in the claims sector.
What we did
In conjunction with Infopro’s market-leading title Insurance Post, the concept of a ‘Claims Apprentice’ series was developed, a take on the hit TV show ‘The Apprentice’, with Kennedys positioned as sponsor and taking the role of mentor to the ‘candidates’ involved. The Ignite team filmed six episodes face-to-face and then remotely, due to Covid-19 restrictions, featuring up-and-coming claims managers taking part in a series of challenges. At the end of the competition one of the contestants was crowned the winner. Each episode was uploaded to the Insurance Post website, attracting thousands of views and a growing audience. With contestants split into two teams, the first task involved recording a podcast on key topical issues such as climate change and the future of work. Both podcasts were also published and promoted as part of the series.
At the end of the series the triumphant candidate Kelly Huddleston featured in a winner’s Q&A alongside Suzanne Liversidge, global managing partner at Kennedys, who led the teams and decided the winner. The interview was featured in Insurance Post both online and in print.
The project was supported by a targeted marketing campaign across Insurance Post’s media channels, including digital advertising, newsletters and social channels. Following its success, Kennedys is now working with Ignite and Insurance Post on other sponsored content including whitepapers, Spotlight features and videos.