Risk Proves to be Actuaries’ Award-Winning Opportunity

While we know that actuaries are more than technical analysts who are generally risk adverse, there are some people out there who require a little more convincing. For this reason, the profession recently embarked on a campaign to revitalize our image by highlighting the many ways that actuaries impact business.

And, it's paid off. 

Over the past several months two leading public relations groups, PRWeek and The Holmes Report, have recognized our revitalized branding campaign as among the best campaigns of the year.

Last year, as businesses confronted complex risks such as an aging Baby Boomer population, limited healthcare options and increasing healthcare costs, the profession embarked on a rebranding campaign to position actuaries as the thought leaders we are.  The result was the revitalized "Risk is Opportunity." campaign which highlights a revitalized image of actuaries, including our leadership strengths in various fields including insurance, retirement and employee benefits.

The program, fueled by both qualitative and quantitative research, determined discrepancies between how employers and clients perceived members of the actuarial profession and the many ways that actuaries affect today's business. A tiered approach, including the unveiling of a revitalized brand positioning statement, the "Risk is Opportunity." tagline and communication platforms: economic and social change, real-world solutions for complex problems and future leadership, emerged to combat the gaps in these perceptions.

In March 2008, PRWeek Awards—the leading awards program for the public relations industry, presented the “Corporate Branding Campaign of the Year” award to the actuarial profession for its aforementioned efforts to revitalize the profession. Bruce Schobel, president of the SOA expressed his contentment at the success of the rebranding efforts – “I’m thrilled to share the great news that our work …in rebranding the actuarial profession has been recognized …we are glad our work is being recognized as the best in the public relations profession.”

And this May, the Holmes Report honored the profession with the Silver SABRE for best branding and reputation campaign among non-corporate associations. The SABRE Awards, administered by The Holmes Group, recognize superior achievement in branding and reputation, focusing on public relations programs that demonstrate the highest standards of innovation, integrity and effectiveness.

As our award-winning revitalized branding campaign moves forward, we’ll continue to reinforce a more dynamic and relevant image of the actuarial profession in the minds of key employers and those people who influence them.

You can learn more about the revitalized brand, and how you can play a role in the future success of the initiative by visiting the Living the Brand section of ImageoftheActuary.org.