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Marsh & McLennan Take Risk With Campaign

Financial analysts and advertising executives say that a new campaign for brokers Marsh & McLennan breaks the mold of insurance advertising, which has often relied on fear to sell coverage for hurricanes or plant explosions or lawsuits.

The ads have been running since late April as full-page ads in publications including The New York Times, The Wall Street Journal, Business Week and The Financial Times, some in sets of three pages. One opening page begins with the headline question: "Climate Change Regulations, What's Your Upside?" Another starts, "Navigating China: What's Your Upside?" A third says, "Where There's a Risk, There's a Way."

With the idea of turning risk into a gain, "they're trying to reframe insurance," says Barbara E. Kahn, a vice dean at the Wharton School at the University of Pennsylvania.

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