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New Insurance Lets You Tiger-Proof Your Advertising Campaign

The squeaky-clean world-class athlete to whom your company has tied its marketing star turns out to be anything but. There he is, being skewered mercilessly in the tabloids and elsewhere for his infidelities, his assault charges, shooting himself in the leg, being a sex addict, deriding his team's fans on Twitter, gambling, drug dealing -- you name it. Now what? Is your company just out of luck and left holding the bag? Not any more!

As reported here on Cityfile, insurance brokerage firm DeWitt Stern announced yesterday that it will offer companies a new "reputation risk insurance" policy beginning in the first quarter of 2010. No other insurance product of its kind has ever been available, DeWitt Stern claims. The company explains that "the Tiger Woods scandal shows how quickly reputations can become tarnished in today's fast-paced media environment. All the planning in the world cannot protect a brand manager against the unforeseen. Reputation Risk Insurance will provide those forward-looking brand managers and advertisers with a smart and attractive way to protect their investments."

An RRI policy will compensate policy holders for both the cost of crisis remediation and actual loss of revenue following public relations crises. Specifically, it will compensate policy holders for:

  • Lost sales
  • Crisis management fees
  • Lost advertising campaign expenses
  • Pre-committed and incurred endorsement fees

So fear not, advertisers. Even if you have to scrap your multi-million dollar campaign, you may be covered.

Posted by Bruce Carton on December 15, 2009 at 12:30 PM | Permalink | Comments (3)


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