The big picture

The Chartered Insurance Institute (CII) is a professional body for the insurance and financial planning professions, with over 125,000 members across 150 countries, it is one of the world’s largest professional bodies dedicated to these sectors.

Faced with the enormous challenge of transforming the CII into a more digitally based organisation, the institute turned to OB Brand Consulting, with our extensive insurance sector experience and expertise, to help them take the first steps along their new strategic path, their own Target Operating Model (TOM).


To fully understand the CII’s existing positioning, proposition and brand expression, OB first implemented a thorough comms audit, including comprehensive stakeholder surveys to get both internal and outside-in views.

The discovery audit covered their entire comms strategy and structure, across all channels and throughout their extensive membership, external and internal audiences, domestic and international.


The resulting in-depth insight that we gained, helped build an informed framework of strategic recommendations for the institute’s future comms and marketing strategy, and paved the way for their digital transformation programme.

Digital assets were deployed to not only help in the communication and implementation of CII’s strategy but were also a perfect demonstration of how the institute was to engage with its audiences in future, helping to reinforce their TOM.

“Just viewed this and I absolutely love it! Great job!”

Michelle Worvell – Communications and PR Director, CII

“Thank you Jon & team for all your hard work on this – really pleased with the result.”

Samantha Crown – Project Manager, CII