Aon Affinity Identity Guidelines · Brand architecture for ... Stone Sans II ITC Pro, ... Aon Affinity Identity Guidelines What does the Affinity model means to the brand?

Risk. Reinsurance. Human Resources

Aon Risk SolutionsAffinity

Aon AffinityIdentity Guidelines

Contents

Click the top of any page to return to the Contents, the bottom left of any page to go to the previous and the bottom right of any page to go to the next. 2

One standard 3Our logo 5The logo lockup 5Our tagline 9Our fonts 10Our colours 12Colour palette 13

Affinity Identity Guidelines 17Typographic standards 22

Brand architecture for Aon brand companies/business 22Master Brand tiering 23

Affinity imagery 26Image treatment 27Main imagery 30

Promotional touchpoints 32Brochures 33Print advertisements 37Folders 39Product sheets/ Flyers 42

Reports 47Policy documents 48Direct Mail 47

Proprietary brands 49

Aon Affinity co-branding 51

Brought to you by Aon 53

Key touchpoints 55Videos 57Information graphics 60

Brand awareness touchpoints 63Pull-up banners 64Posters 65Magazines 67Newsletters 68

Digital touchpoints 69Emails 70Website design 72Third party banners 74

1One standard

How these brand standards empower usOur brand lives in the content and images we share with the world. To create a unified identity, it’s critical that our visual and verbal elements are expressed consistently across our firm and work together to communicate our brand. The following chapters of this book are intended to make communications an easier process for anyone who manages, writes, edits, or designs printed, electronic, or other collateral for Aon Affinity.

Visual and verbal identity systems

The visual and verbal identity system introduced in these standards will help you make the right communication choices.

This system and its tools enable you to maintain a unified look and feel, and empower graphic designers to produce projects without concern for proper placement of content and visuals.

Process-driven

To help guide you in producing the most effective and on-brand work, we’ve developed a process that defines the scope of your work, provides visual and verbal guidance, and is easy to replicate.

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Our logoOur logo is our brand’s most recognisable visual asset. At just a glance, it creates an instant association to our firm and conveys our strength and stability in the marketplace.

The use of all uppercase, red type on an even plane signifies our bold presence and continued steadiness in the face of an industry and a world that are constantly evolving. With its solid, well-defined letters, our logo can be clearly identified at a distance, representing Aon’s distinctive value and perspective.

Most importantly, our logo resonates with our clients and colleagues. Even when shown other options, they consistently tell us that this symbol best represents who we are as a firm.

The logo lockupThe Aon descriptor is the line of text that serves to unite Aon’s three principal business focuses of risk, reinsurance, and human resources.

The logo lockup is provided as a single unit in black and red, black, and white; therefore, it is never necessary to re-create the lockup.

Pantone 186

Pantone 186

100% Black

Master Logo

Tagline

5

Clear spaceThe logo is a strategic asset that should be protected and used with care. It should never be boxed in or confined in the space it inhabits. The minimum clear space surrounding the logo is equal to one half the height of the letter A in the logo.

Minimum sizeMinimum print size: 0.75" wide

Minimum online size: 70 px wide

AA

19mm 19mm

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Colour standards for logosThe Aon logo should only appear in one of the three primary colours – red, black, or white. Never alter the colours of the logo.

On white backgrounds, the coloured version of logos must be used. When placed on a photograph or solid colour, the logo may be either white or black.

When printing using offset methods, it is preferred that the Aon logo be printed using spot colour.

If printing the Aon logo in black only, apply a double hit of black.

When printing a black and white application (e.g. fax), use either the white or black logo. Do not use the red logo, because it will print grey.

Use Aon logo lockup for logo sizes above 0.75” wide for marketing and business development collateral and interior real estate areas.

Use the Aon logo only when the size is less than 0.75” wide and for the following: merchandise, exterior real estate signage, sponsorship, digital (web, mobile, social media, online advertising, and e-mail).

Red and black (2 colour) logo lockup on white

Black (1 colour) logo lockup on pale background

Black (1 colour) logo on pale background

White (1 colour) logo lockup reversed out of black

White (1 colour) logoreversed out of blackRed (1 colour) logo on white

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Improper use of the logoThe following are examples of unapproved logo applications and alternatives.

Dark backgroundsDon’t use a black logo on adark-coloured background.

Coloured backgroundsDon’t use the coloured logoon a coloured background.

Drop shadowsDon’t add drop shadowsto the logo.

CroppingDon’t crop the logo.

EffectsDon’t add any movementor effects to the logo.

OutlinesDon’t apply a stroketo the logo.

RotationDon’t rotate the logo.

Dimensional effectsDon’t apply any visualeffects to the logo.

ColoursDon’t create a multi-colouredversion of the logo.

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Our taglineEncapsulating the Aon mission and vision, our tagline is the very essence of our brand and what we do as a company.

This tagline conveys our identity as practical visionaries who create realistic, implementable solutions for clients every day. It also echoes the positive effect our work has on communities across the globe. We use our tagline across all of our business units and consistently in our global marketing campaigns.

Exclusions – digital communications, external signage, sizing of the logo is smaller than ¾ inch, or bought to you by Aon is used.

Our descriptorThe Aon descriptor is the line of text that serves to unite Aon’s three principal business focuses of risk, reinsurance, and human resources. The position of the descriptor on any page should be based on dominant logo placement, resting opposite the logo, and working for both left- and right-facing pages.

Empower Results® The tagline should be used with the Aon logo in graphic applications. It may be used for internal real estate signage. Please contact the Aon global marketing team for specific usage and questions.

The descriptor, coupled withthe Aon logo, should be usedon external, client-facingmaterial. It may be removedfor internal usage. There is adirect size relationship of thedescriptor and the tagline inthe logo lockup.

em • pow • er verb

—

To give power or authority to; to strengthen; to give ability to; to facilitate; to make possible.

re • sults noun

—

A desirable or beneficial consequence; to end in a particular way; outcome or effect.

Risk. Reinsurance. Human Resources.

9

Our fontsTo express Aon’s voice and identity in marketing and communications campaigns, we use two typefaces within the Adobe Creative Suite:

Prelo SlabPrelo Slab has a bold, confident presence that echoes our position in the marketplace as being innovative as well as direct. This font isn’t typically used in business-to-business communications, and by choosing it as one of our main typefaces, we’re signaling our goal of breaking away from the pack. Because of its distinctive look, we’ll be using Prelo for headlines and titles.

Stone Sans II ITC ProOur other font, Stone Sans II ITC Pro, is an approachable, open-looking font, which also aligns with our personality traits. This typeface will typically be used for body copy to enhance readability.

When used together, these fonts help visually express our brand’s personality.

ArialTo express Aon’s voice and identity in internal communications using Microsoft Word and PowerPoint, and in e-mail, Arial will continue to be the preferred typeface.

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Our coloursOur brand’s dominant colour is red, which universally symbolises power and status. Using red for our logo conveys our position as an industry leader and reinforces our brand’s strength.

Depending on the communication, our logo may also be displayed in white or black. This gives us flexibility in our marketing collateral, as either colour is easily distinguishable when set against the appropriate background.

Affinity B2B materials must use the primary palette, whilst Affinity B2C materials may also utilise the secondary palette to enhance visibility. For example, the UK uses purple from the secondary palette.

Primary palette

Secondary palette

✔Affinity B2B

Affinity B2C

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Colour paletteIt is critical to use the correct colours for Aon’s identity.

The colour values are defined for different application areas. Pantone Matching System (PMS) colours ensure consistency across all printing processes and materials.

Whenever possible, use defined colours in applications.

CMYK (Process or Euro coated) Used for preparing files for professional printers.

RGB Used for onscreen viewing (e.g. PowerPoint presentations) or when printing within the office.

Hex Used when designing digital experiences.

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TintsWhen creating charts, graphs, and tables, using tints or shades of secondary colours is allowable.

• Never use tints of the Aon red swatch

• Do not tint the grey colour swatches

• When using grey tints, always start with the black swatch

• Do not use tints below 20 percent for all colours except black; do not use tints of black below 10 percent

• Do not use tints for full-page floods of colour – these must always be 100 percent

Black

100%

80%

70%

60%

50%

40%

30%

20%

Black Green Light blue Blue Midnight blue

Dark blue Purple Brown Cream

Aon red

Never use tints of the Aon red PMS 186 orCMYK equivalent.

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Using Aon’s name in text

When using our name in a sentence or phrase, we onlycapitalize the ‘A’, to avoid looking like an acronym.

Hexagons point north

The flat sides of the hexagon must be positionedon the left and the right, with the points facingtop and bottom. All six sides must be equilateral.

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Regarding the L1A images:

• Business units paid for them, many are aligned to campaigns out in the market.• They are uniquely Aon, and with the exception Aon COFCO (China) and Man Utd, no other brand partnership or co brand use the L1A images.• Do not show the L1A images cropped or in hexagons

Don’t stretch or modify the ribbonDo not create your own or modify the data ribbon.Do not layer multiple data ribbons. Only use oneribbon per image. Do not apply transparency. Donot create your own color combinations.

L1A imagesLevel 1A is a custom CG image, such as thoseshown in our current campaign. Be sure toobtain permission from applicable businessunit leader when using an L1A image.

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2Affinity Identity Guidelines

Being Aon Affinity How can we be different?As Aon we have a responsibility and need to retain the brand synergy globally.

Aon Affinity partners can be in very niche segments. Resonance with the audiences is key, so our styling needs to be flexible to accomodate each segment.

To ensure this we have developed a complementary set of guides, appropriate to our specialist markets.

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Affinity ModelCreating Connections& Empowering Results

Aon Affinity is the premier provider of innovative insurance solutions for groups with a common profession, interest, transaction, or event.

Aon Affinity closely aligns with our clients to connect them with customized solutions that meet their needs. Working shoulder to shoulder, we actively engage our customers to promote program participation and drive revenue.

We deliver programs for clients that attract, engage, and retain customers, as well as create revenue streams.

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Aon Affinity Identity GuidelinesWhat does the Affinity model means to the brand?

Our audience – consumers, professionals, small business Our target audience is a mix of consumers, professionals and small businesses in a wide variety of industries. We do not target Fortune 500 companies, we work with small CPA firms, nurses, pet owners, architects, hairdressers, small businesses, etc.Affinity business is not driven by one-on-one relationships. We reach most of our audience almost exclusively through our multiple and integrated marketing touch points.

What it means in terms of brand? Our audience is looking for marketing materials that directly and personally relate to them as consumers, professionals or small businesses.

How do the Affinity Identity Guideline reflect this?Affinity identity guidelines are more consumer driven than those designed for Aon’s large Fortune 500 clients. Affinity creatives focus on individual professionals i.e. nurses, lawyers, etc. as well as niche industries to demonstrate our knowledge of these consumer segments such as hairdressers, museum owners, dentists, etc.

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Aon Affinity Identity GuidelinesWhat does the Affinity model means to the brand?

Our goal – direct to audience to trigger buying actionWhen Affinity reaches out to its audience through its extensive marketing campaigns, it is to sell, not merely to educate or influence. Our marketing materials – print or digital – are all designed to directly reach the audience and trigger the audience - our buyers - into buying a policy.

What it means in terms of brand? Our design needs to optimize consumer UX experience into buying action.

How do the Affinity Identity Guideline reflect this?Affinity identity guidelines are focused on supporting clear call to action to drive audience to buy. Therefore our design guidelines needs to be flexible and customized to include calls to action such as: bright call to action, “buy now” buttons, ads designed for PPC or FB retargeting, UX navigations leading to sales, direct mail pieces that stand out, etc.Designs will also need to change frequently, sometimes to an entire new look to address buyers’ fatigue. Campaigns need to be redesigned every 2-3 years.

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Typographic standardsAon Brand more effective

Description Aon Brand Weighting

Partner Brand Weighting

Go to Market Approach B2B2C

Go to Market Approach B2B

Go to Market Approach B2C

100% Aon This is an approach when there is no partner and Aon will directly own the relationship with the prospect/client

100% 0% All master brand elements and touchpoints are used but imagery may differ

All masterbrand elements and touchpoints are used with the exception of advertising standards, and some imagery

All masterbrand elements and touchpoints are used with the exception of advertising standards, and some imagery

Aon leads with partner help

Aon leads with partner help

80% 20% All master brand elements are used, but we use both the Aon and Partner logos in the lockup

Partner leads with Aon help (White Label)

Plus Affinity proprietary brands such as HPPI, HTB, NSO, HPSO etc.

This is where Aon creates a templated go to market brand/approach for many clients

20% 80% No logo or master brand elements are used. Aon is mentioned in text/legal to disclose we offer the program. Aon Affinity creates a unique approach (not using any Aon touchpoints)

100% Partner This is where Aon creates a one of a kind to market brand/approach for one client

0% 100% No logo or master brand elements are used. There is no visual partnership. It is ok to mention Aon in legal copy

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Agreement for Affinity globally as exceptions to Aon brand guidelines

• The Aon logo should always be used with the tagline unless it is smaller than ¾ of an inch square such as on web applications and business cards as per Aon branding guidelines

• Affinity is not required to use established templates especially for ads and collaterals where less financial, streamlined design is needed to appeal to our consumers who require more visual elements

• While the templates do not have to be used, the elements of the brand should be used (fonts, colour palette, design elements such as hexagons, style of photos)

• Affinity should develop its own country templates to accommodate its needs so that it establishes a consistent look that reflects the Aon brand while answering its needs

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Brand architecture for Aon Affinity brand companies/business

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Aon Risk Solutions Affinity | Private Clients

Tier 1: Aon Logo with with tagline

Tier 2: Aon Risk Solutions

Tier 3: Aon Affinity Division e.g. Affinity Professional, Affinity Practices Group, Affinity SME, for central staff Affinity

Master Brand tiering

2

3

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Aon Affinity imageryThere are particular treatments for Aon Affinity imagery. Whilst all imagery must adhere to the overarching Aon brand guidlines. We have the flexibility to use imagery slightly differently to the master brand to appeal to our more niche client sectors.

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Image treatment

The main emphasis for Aon Affinity is to ensure imagery resonates with the target audience and the customer has a seamless visual experience across online and offline channels. Full or two colour imagery is recommended.

Full colourStyling for all Hero imagery, if selected, is based on full colour images with text overlapping specific to the profession.

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Imagery is full colour and follows the master Aon brand.

Two colour (per UK model)Styling for all Hero imagery, if selected, is based on black and white images with the signature corporate Pantone 186 Red used to highlight the key sector positioner within each image.

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The only exception to the use of the red signature colour in Hero imagery is Personal Lines. Here the secondary colour palette should be used for the accent, for example, UK Aon Private Clients will continue to use the signature Pantone 259 purple which is already well established in the market place.

29

Main imagery

We are using two brand ‘Hex’ devices for our main imagery on all printed materials as shown here. The large Hex holder and the double Hex device. Use of these must adhere to master brand guidelines available from your local marketing contact.

For online communication there is more flexibility to accommodate banners, tiles and websites. Use of the Hex device is optional.

In some instances it may help to use a full bleed image background on internal spreads to help identify the proposition.

See examples in the Promotional Touchpoints section of this document.

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Cut-out imagery

Isolated or cut-out imagery is not permitted as a rule. However there may be occasions when materials require ‘additional accents’ to help position the marketing piece. Where possible you should try to incorporate an ‘hexagonal element’ within cut-outs to complement the master brand.

NOTE: These must not be over-used, and only to create a visual balance within the layout.

Image sourcing

Getty Images and affiliated sites such as iStock photo must be used as library sources for images across all collateral types. Some of the existing images are Shutterstock images. You may only use these until new imagery is required. Appropriate licenses must be obtained.

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Promotional touchpointsAon’s promotional materials are the essential vehicles through which our prospective and current clients gain deeper understandings into our total corporate operational structure and business unit offerings. Our promotional efforts help to expand the reach and positioning of our brand.

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Key touchpoint:

BrochuresAudience and purpose

We use brochures to help market our services to prospective and existing clients. Since these brochures have two audiences with varying needs, the content needs to be informative as well as promotionally persuasive.

ProcessTo create a brochure, you may work To create a brochure you may work with either the Aon global marketing team or the Centre of Excellence Affinity ConnEX creative team.

To access Affinity ConnEX resources go to www.affinityconnEX.com, review the scope of services available and submit a service request through the website. The request will be routed to the appropriate resources (creative, digital, web design or consulting) and assessed for scope, deadline and resources. The ConnEX team will work with you directly through completion of the project. The ConnEX team will follow branding requirement and secure any special approval as needed.

Things to consider when creating a brochure If you have content that requires an information graphic, such as in support of complex data, processes, and concepts, then please consider the following:

• Will this document need to be updated? If so, how often?

• Have similar brochures already been created? If so, can you leverage existing content?

• Does the content meet audience needs?

Remember: we do not use the Data Ribbon in brochure ware. Specialist insurance cover from Aon

Aon Risk SolutionsAffinity | Public Sector Group

Doctor and medical practioner


33

Visual anatomy of a brochure cover

Masterbrand elements Are fixed. Please refer to the template.

Imagery Use the large Hex holder or double Hex device.

Verbal anatomy of a brochure cover

Masterbrandelement

Masterbrandelement

Masterbrandelement

Headline

Subhead

Image

Headline Headline should list name of product or solution.

Subhead The copy should complement and echo the headline sentiment.

Specialist insurance cover from Aon




34

Example covers

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Visual examples of a brochure interior

Example of an opening spread with inside front cover, an introduction, and call out device

Example of the ‘Hex box’ image, call out treatment and cut-out imagery used only when necessary to support the key messaging

Leaders in your search for the right business insurance

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Get your quote now

t + 44 (0) 1252 767 079 e [email protected]

Get your quote now

t + 44 (0) 1252 767 079 e [email protected]

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In some instances it may help to use a full bleed image background on internal spreads to help identify the proposition

For usage guidelines of ‘call-outs’ please refer to the master brand guidelines.

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Key touchpoint:

Print advertisementsAudience and purposeOur advertisements are geared toward prospective and existing clients, and serve to promote our services and inform readers about our value. Our intention is to create a unique level of awareness that differentiates Aon from competitors. In order to effectively promote Aon, our advertisements need to be highly engaging in their conception and visual and verbal execution, while providing a clear call-to-action.

Things to consider when creating an advertisement • Where will this advertisement be shown?

• Is this image approved to use within my business unit?

• Will this image need to exist in multiple channels, e.g. print and online?

• How does this advertisement visually and verbally align with other communication?

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Does your business keep any of the following customer details?

Client names

ABN

Addresses

Account numbers

Account values

Correspondence

If you ticked yes to any of the above, you are at risk of Cyber Crime.

Keep your liabilities in order

Speak with one of our specialists to find out how you can reduce your risk of exposure and how we can insurance your business.

Call:

1800 805 191charteredaccountantsanz.com/aonau

Aon is the approved insurance broker for the Chartered Accountants Affinity Membership Programme

* Chartered Accountants Australia and New Zealand ABN 50 084 642 571 (Chartered Accountants ANZ) acts as a referrer of Aon’s products and services only. All services in relation to insurance products are provided by Aon Risk Services Australia Ltd ABN 17 000 434 720 AFSL 241141 (Aon), not by Chartered Accountants ANZ. Chartered Accountants ANZ is not a representative of Aon and accepts no legal responsibility for any advice given by, or any act or omission of Aon. Chartered Accountants ANZ may receive a referral fee from premium commission received by Aon as a result of referrals made by Chartered Accountants ANZ to Aon. If you require further information about our relationship with Aon, please feel free to contact us.

AFF0709E AU

Whether your business is large or small, stores data in the cloud or on servers, Cyber Criminals will find a way to get to it.

Visual anatomy of an advertisement

Headline Headlines should be compelling and descriptive.


Call-to-action Ads should not be treated as personal business cards. It is encouraged to create a call-to-action that points to a specific point of contact and not a general URL. These are opportunites to capture new contacts.


OfferCerr ovit Aut Vedae Hsum Uipictis - PS med 8pt/9pt

Cerr ovit Aut Vedae Hsum Uipictis - PS med 8pt/9pt

Aon Risk SolutionsAffinity | Practices Group

from B&B to city boutiqueSleep easy

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For more information contact our specialists: t + 44 (0) 1252 767 079 e [email protected]

If you would like to see the full range of the products offered by Aon Private Clients please visit aon.co.uk

Specialist t insurance cover from Aon

Aon UK Limited is authorised and regulated by the Financial Conduct Authority.


Masterbrandelement

Masterbrandelement

Headline

Subhead

Masterbrandelement

Image

Masterbrandelement


Examples of other acceptable templates

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Key touchpoint:

FoldersDesign Folders should be designed to follow the design standards that are set with each project to create continuity across all materials for that sector.

Imagery You can use the large Hex holder or the double Hex device to hold imagery.

Structure The folder capacity can adjust to suit each particular requirement and wherever possible include business cards slots to the pocket.

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Visual anatomy of a folder cover




Masterbrandelement

Masterbrandelement

Masterbrandelement

Title

Subhead

Image


40

Example cover using large Hex holder Example of inside folder spread

41

Key touchpoint:

Product sheets/ FlyersProduct/Sell sheets can be used within folders or as solo items.

Imagery Imagery should align to the product and content. It can be 2 colour or full colour.

Copy There is more allowance for text than an advert. Use bold headings and bullets to break up the text.

job no client project stage client ref/PO designer date ©Tuch Design Limited | 020 8758 1758

TD7273 Aon Aon Motor material Visuals stage 1 - Nigel 19 / 10 / 2015


Aon Risk SolutionsProfessional Services Group | Motor Group

Driving on the firm’s business – is it the firm’s responsibility?

The firm’s responsibility Legally, the firm has a duty of care to the employee whilst driving on business. This extends to ensuring that the driver also has the correct licence and insurance, and that the vehicle is fit for purpose.

All vehicles, even privately owned vehicles only occasionally used for business, should be safe, adequately maintained, and properly insured since failure to do so could render the firm vicariously liable following an accident.

The following legislation may apply while employees are driving at work:

• Health & Safety at Work Act 1974

• The Provision & Use of Work Equipment Regulations 1998

• The Management Health and Safety at Work Regulations 1999

• The Corporate Manslaughter and Corporate Homicide Act 2007

The firm’s business Business use could include seemingly innocent activities, such as posting a letter on the way home, visiting a client on the way to the o�ce, attending a training course or seminar, or taking another employee to a company or client social event.

Risk management The firm should establish a procedure to ensure their employees arrange the following:

• Motor insurance including business use. This may not be automatically provided a nd will often entail an additional cost

• Service and maintenance

• MOT, if relevant

With the ever-increasing focus on firms’ health and safety responsibilities there are many

other considerations to be aware of, such as ensuring schedules and mileages are realistic, and arranging breakdown cover.

On a more practical level, employees could be left without a car to perform their duties.

Internet and call-centre insurance The new technologies for insurance can mean that drivers opt for cheaper insurance, without fully considering the level of cover and whether or not business use is included.

Internet sites can be confusing and may not clearly display the full conditions. Consequently, individuals in the firm may not have the right cover with potentially serious consequences – uninsured claims and/or Police action against the individual and the firm, its partners, members or directors.

A case in point When drivers organise their own insurance they often opt for the cheapest option without fully considering the level of cover o�ered and whether business use is included. They may not consider the odd errand or exceptional meeting as constituting business use anyway. As a consequence partners, member, directors and employees who arrange their own insurance may be uninsured for some of their driving.

How we can help We have a specialist team of motor experts for professionals, and facilities to meet their needs as individuals or for the practice.

For more information or a free, no obligation insurance quotation, call your usual Aon contact or:

t 0345 070 5659

e [email protected]

motorinsurance.aon.co.uk

Many organisations now provide cash or mileage allowances in lieu of a company car. In doing so, what is their responsibility?

Aon UK Limited

Professional Services Group o�ces in:

Birmingham

Bristol

Chelmsford

Leeds

London

Manchester

Redhill

Published by Aon UK Limited Registered O�ce: The Aon Centre, The Leadenhall Building, 122 Leadenhall Street, London EC3V 4AN. Registered No. 210725. Aon UK Limited is authorised and regulated by the Financial Conduct Authority. FCA registration No. 310451. FPXXXX TD7273

Sales sheet 1


























t 0345 070 5659

e [email protected]



Aon UK Limited


Birmingham

Bristol

Chelmsford

Leeds

London

Manchester

Redhill


Sales sheet 1

42

Visual anatomy of a Product sheet



Call-to-action Product sheets should not be treated as personal business cards. It is encouraged to create a call-to-action that points to a specific point of contact and not a general URL. These are opportunites to capture new contacts.


Masterbrandelement

Masterbrandelement

Headline

Subhead

Masterbrandelement

Image


Masterbrandelement


























t 0345 070 5659

e [email protected]



Aon UK Limited


Birmingham

Bristol

Chelmsford

Leeds

London

Manchester

Redhill


Sales sheet 1


























t 0345 070 5659

e [email protected]



Aon UK Limited


Birmingham

Bristol

Chelmsford

Leeds

London

Manchester

Redhill


Sales sheet 1


























t 0345 070 5659

e [email protected]



Aon UK Limited


Birmingham

Bristol

Chelmsford

Leeds

London

Manchester

Redhill


Sales sheet 1


























t 0345 070 5659

e [email protected]



Aon UK Limited


Birmingham

Bristol

Chelmsford

Leeds

London

Manchester

Redhill


Sales sheet 1

Aon Risk SolutionsAffinity | Private Clients

Driving a brighter future - with brand equity

43

Other Flyer and Sell Sheet examples

Did you know that as a member of Chartered Accountants ANZ you are entitled to Personal Insurance Discounts with Aon when you purchase online?

Home and Contents – 20% discount

Motor – 10% discount

Travel Insurance – Special rate for CA Members

Covering over 3,000 Accounting and Finance professionals across Australia and New Zealand, we are a leading global broker and constantly review, negotiate and tailor the best insurance offers for you.

What’s in it for me?

To find out more visit:

aon.com.au/ca

Aon is the approved insurance broker for the Chartered Accountants Affinity Membership Programme

44

Key touchpoint:

ReportsReports can be used for Partnerships, shareholder communications or where the focus is on Data rather than Product.

Concise headline Option to also include brand or proposition highlights within a Hexagon as part of main image.

Colour Use of secondary colour palette to accent key messages.

Imagery Use of Hex devices for call to action and/or highlighting key data findings.

Examples of US Report templates

45

Key touchpoint:

Policy documentsPolicy document covers are the exception to the rule, using the data ribbon and/or hexagons.

Please refer to the master brand guidelines document for guidance on creating policy documents.

Professional Liability Insurance

46

Key touchpoint:

Direct MailDirect Mail is a wide and varied area. When creating Direct Mail pieces you must always adhere to the Master Brand elements rules.

The format is flexible, from letter to postcard.

But may also take the form of a more creative format to create a teaser piece’ as long as the master brand elements are included and adhered to.




Call-to-action DM campaigns should not be treated as personal business cards. It is encouraged to create a strong call-to-action that points to a specific point of contact and not a general URL.

Your household insurance is due for renewalDear XXXXXXXXX

With your household renewal date approaching, now is a good time to review your existing cover to ensure it meets your changing needs.

With an estimated four in five people’s home contents being underinsured2

keeping up to date with valuations is particularly important, especially those with luxury assets, with some prices increasing far in excess of inflation; for example in the last ten years, the value of coloured diamonds have risen by 167%3. At Aon Private Clients, our team of specialists have experience in arranging insurance for those with a little more to protect and take pride in spending the time required to understand the individual requirements of each client– and using our experience to provide proactive risk guidance. You’ll have your own named contact and as part of one of the leading insurance brokers in the world and with a team that has experience in looking after families and their assets, you can be confident that we can help you to ensure your family and assets are adequately protected.

To find out more about arranging your complimentary risk review4 or for a quote on your home and contents insurance contact our dedicated team by calling

+44(0) 333 331 41911 and quoting DM1.

Yours sincerely, Charles Hamilton-StubberChairman Aon Private Clients

NAMEADDRESS 1ADDRESS 2ADDRESS 3 POSTCODE

Published by Aon UK Limited. Registered office The Aon Centre, The Leadenhall Building, 122 Leadenhall Street, London EC3V 4AN1Lines open 8:30am – 6:30pm Monday – Friday.2City A.M., 13 May 20153Knight Frank, The Wealth Report 2015 4Depending on the complexity of your insurance needs this may be carried out by phone or face to face

Registered in London No. 210725. Aon UK Limited is authorised and regulated by the Financial Conduct Authority. Aon UK Limited may want to contact you from time to time with details of other products and services available from us. If you no longer wish to receive this, please let us know. FP.APC.955.LM

Risk. Reinsurance. Human Resources. Empower Results®

In addition to household insurance we can arrange insurance for a wide variety of areas including specialist motor, antiques, jewellery and art collections and overseas properties.

P.S. Don’t worry if you’re not ready to speak to us yet, let us know when you are and one of our Client Managers will make a note to call you to arrange your complimentary risk review4 and discuss your insurance requirements.

+44(0) 333 331 41911

[email protected] state reference DM1

Aon Business UnitMarket or Division | Practice Group


Headline of DM Goes HereOptional description of event could go here. Ecaest accus quidend endusap elicab ipsunt ratibus mi, sandis et pari a am utem rem.

Date, Location

47

Remember... call to action...call to action...

48

Proprietary brands

49

Specialist markets

Insurance Solutions for the MilitaryInsurance suited to the life you lead

Specialist Military InsurancePersonal accident and optional Life & critical illness insurance for HM regular armed forces

In some markets we deliver products and services that do not go to market under the Aon banner. In these situations we need to develop a look and style for the market materials that complement the Aon brand without using Aon branding.

These markets should be listed either as ‘Brought to you by Aon’ (please refer to the following pages for guidelines) , or as in this case ‘PAX Insurance is a trading name of Aon UK Limited.

Other non Aon brand examples include:

These brands have either been in business so long that their name has acquired such brand value that they can not be changed to Aon or these brands sell to brokers (including our competition) where including Aon would impact sales negatively. These brands do not follow Aon standards although they might use from time to time elements of the brand standards such as fonts, color palette, etc.

50

Aon Affinity co-branding

51

In co-branding where both the client logo and the Aon logo are being used, the following rules apply:

• Aon logo and non Aon logo should be of equal size

• Preferably Aon logo should be the one to the left

• Both logos should be aligned vertically

• Logos should ideally be separated by a thin grey line

52

Brought to you by Aon

53

The ‘Brought to you by’ lockup The Aon ‘Brought to you by’ used when Aon is in partnership. The logo lockup is provided as a single unit in black and red, black, and white; therefore, it is never necessary to re-create the lockup.

Brought to you by:

54

Key touchpoints3

Aon’s thought leadership is at the core of the brand, where our data and information are synthesised through our expertise into knowledge and client value. It’s what differentiates us from the competition, and it’s the essence of how we empower the highest levels of economic and human possibility. As our thought leadership helps expand the brand’s position, reach, and reputation in the marketplace, the Aon brand continues to grow in value and enables us to command a premium for our solutions.

Thought leadershiptouchpoints

56

Key touchpoint:

VideosAudience and purposeVideos are intended for prospective and existing clients, as well as our colleagues, and the general public, all of which serve to elevate the masterbrand. Videos are among Aon’s most important brand assets as they often feature the faces and voices of our brand—our executives speaking on thought leadership topics.

When properly aligned with the masterbrand, they help to reaffirm and sustain our brand identity with internal and external audiences.

Videos serve multiple purposes from educational and instructional to informational and awareness building.

ProcessTo create a highly produced video, delete rest of paragraph and insert you may work with either the Aon global marketing team or the Centre of Excellence Affinity ConnEX creative team.

To access Affinity ConnEX resources go to www.affinityconnEX.com, review the scope of services available and submit a service request through the website.

The request will be routed to the appropriate resources (creative, digital, web design or consulting) and assessed for scope, deadline and resources. The ConnEX team will work with you directly through completion of the project. The ConnEX team will follow branding requirement and secure any special approval as needed.

Things to consider when creating a video • What is your budget?

• Who is your target audience?

• How long will this video run?

• Target two to three minutes for a custom executive message

• If the video exceeds four minutes, think about the script in chapters or segments

• For a formal interview, consider creating a ‘thought starter’ document. This will help talent with their delivery

• If possible, run through the interview questions or discussion script

• When scheduling your on-camera talent, a general rule is plan for at least 30 minutes for a two–four minutes executive video, and 45–60 minutes for formal interview

57

Visual anatomy of a video screen

Name: Prelo Slab Book 34 pt, black typeTitle: Prelo Slab Book 16 pt, black type

Name: Prelo Slab Book 34 pt, black type Title: Prelo Slab Book 16 pt, black typeBackground Screen: The background screen should be used with a grey rectangle with transparency

The masterbrand element is a part of an approved video bumper thattypically appears at the end of a video. The logo with the Empower Results®tagline should appear centered in the screen at least 25 percent of the screensize, in colour

Name

Name

Title

Background Screen

Title

Masterbrandelement

Video Screen 1—interviewer

Video Screen 2—interviewerMasterbrand elements

58

Visual anatomy of a video screen (continued)

Quote: Prelo Slab Book 24/36 pt, black type with key word highlighted in red

Quote: Prelo Slab Book 32/20 pt, black type with key word highlighted in red

Title: Prelo Slab Book 24 pt, white typeLocation: Prelo Slab Book 36 pt, white type

Theme Title: Prelo Slab Book 126 pt, white type

Video Screen 3 —narrative screen

Video Screen 4—narrative screen

Video Screen 5—introduction screen

Video Screen 6—thematic seque

Quote

Quote

Title

Location

Keyword

59

Key touchpoint:

Information graphicsAudience and purposeInformation graphics are designed for prospective and existing clients and serve to communicate ideas quickly and efficiently, especially content containing complex ideas and interrelated data sets.

As data and information help to shape Aon’s brand, our information graphics are an essential part of telling our story through numbers and values. They enable us to extract complex ideas from within the body of a white paper or report, and express them through easily identifiable numeric values within a visual framework.

Information graphics have several forms, the most popular of which are icons, infographics, pictograms, and data visualisations. Stylistically, we want our information graphics to align to our visual brand values and integrate well with other elements of our brand persona.

ProcessTo create information graphics you may work with either the Aon global marketing team or the Centre of Excellence Affinity ConnEX creative team.


Shifting Employer-Sponsored Health Care Strategies

Aon Hewitt


Full-Time Employees

Part-Time Employees

53% 18% 35%

Employers who say they plan to continue providing

health care benefits to active employees in the next three to five years

Employers who plan to continue to

part-time employees as they do to full-time employees

the same employer subsidy as full-time employees

either a lower or no subsidy

The decrease in the number of organizations

who leverage a traditional approach

Employers who

based health benefits to active employees

through a private health exchange.

95% 31% 33%40%

Organizations who expect to migrate toward a “house

money/house rules” approach, which requires employees to

take a more active role in their health.

Retirees

100%

75%

50%

0% 3%

20% of employers said they are favoring moving all or a portion of their pre-65 retiree population to the individual market/state exchanges to purchase coverage in the next three to five years. Today, just 3% of employers do so.

Q:

Things to consider when creating an information graphic If you have content that requires an information graphic, such as in support of complex data, processes, and concepts, then please consider the following:

• What are the key messages contained in this data that need to stand out to the audience?

• If we are working with complex ideas and interrelated data sets, how can we quickly telegraph their meaning?

• How will the data illustrate a process within the text in a concise and engaging way that parallels a fuller article or white paper?

60

DefinitionsIcons An icon is a universally accepted graphic symbol.

Pictograms A pictogram is a simple drawing that represents a specific idea, object or concept.

Infographics An infographic is a combination of at least two of the following four elements to show an idea or concept—icons, pictograms, words, and numbers.

Data visualisation Data visualisation is a visual display of measurements using shapes, words, and numbers that lets the user find their own story or conclusion.

Promoting a healthy workforce

Across the survey, 42% of respondents cited reasons other than genuine illness for their absence. These included personal issues (15%), a combination of health, personal and workplace factors (10%), caring for other family members (10%) and workplace issues (2%).

Percent of respondents used zero sick days


days” benefitFlexible working

Cash incentive

Employees

medicalinteresting work


SwitzerlandBelgium Denmark

1832 17

Top 5 ways to reduce number if sick days

Percent of respondents replied

32Percent of respondents replied




13


Ireland

30Percent of respondents used zero sick days

Norway


Germany


U.K.



France

Spain

53


Netherlands

27

42

Icons Pictograms

Infographic Data visualisation

Using Affinity iconsIcons should use the secondary colour palette when used in B2C applications. For B2B applications they should be used in black, white, grey or red only.

61

Information graphics examples

Respondent Profile

The number of respondents has nearly doubled in the 2011 survey, from 551 to 960

Aon and Manchester United empower results in every corner of the world

More than

3 billionpeople watched Manchester United during the 2012/2013 season

Aon administers benefits for more than 22 million people

Administer more than

10,000health plan designs

10 English eugaeL reimerP

stadiums are insured

through Aon

scientists, volcanologists, seismologists, geologists, hydrologists, climatologists, and more employed by Aon Benfield

Aon has placed more than $100 billion in bound premium through the Aon Global Risk Insight Platform

Aon Benfield places more than $29 billion into the reinsurance market annually

Aon colleagues contributed more than 28,000 service hours in 50 countries to more than 260 charity partners for Global Service Day in 2013

Aon administers benefits for one of every 20 Americans

Valued at over

$3 billion

Manchester United has 800+ employees worldwide

Players from 35 countries have played for Manchester United

At least one graduate from the Manchester United Academy has been named to the first team every match since 1937.

More than 6 million people visit Old Trafford every year

Manchester United has played friendly matches in 42 different countries in the past five years

$100 billion $29 billion

500+

42countries

35countries

659 million followers worldwide

Photo by John Peters

Founded in 1868

$3B sah noA

65,000 colleagues in

120+ countries

1

Economic slowdown / slow recovery

Regulatory / Legislative changes

Increasing competition

Damage to reputation / brand

Failure to attract or retain top talent

Business interruption

Commodity price risk

Cash flow / liquidity risk

Political risk / uncertainties

Failure to innovate / meet customer needs

Aon helps clients empower results by helping them mitigate risk.

We focus on solutions that provide business continuity when

unforeseen events occur.

To access the full 2013 Global Risk Management Survey report,

please visit aon.com/2013GlobalRisk

TOP 10 GLOBAL BUSINESS RISKS

as ranked in Aon’s 2013 Global Risk Management Survey


M

unicipalities

State

s, Counties,

C ities, T

owns Enterprises

Education

Universities, C olleges,Schools

Pub

lic U

tilit

ies

Wat

er,

Sew

er, P

ower

Indian Country

Tribal G overnments,

Marin

e

Ports, Harb

ors, Cran

es

Polit

ical

Org

aniz

atio

ns

Com

mit

tees

, Con

ven

tio

ns

Cam

pai

gn

s,

TransportationAuthor it ies

Bridges/Tunnels Bus/Rail, Airports,

Relig

ious

Institutions

Ch

urch

es, Archdioceses

Int'l. Financial Institutions

Federal

Executive Departments,

Agencies, M ilitary,

N onprofi ts

Social Gro

ups

Associations,

Innovation for

Posterity

62

Aon’s brand awareness helps extend our global brands, from architectural monuments to events to sponsorship of the most respected football team in the most recognised sport across the world. Our efforts are essential to extending Aon’s reach and reputation around the world.

Brand awareness touchpoints

63

Key touchpoint:

Pull-up bannersMasterbrand

element

Masterbrandelement

Headline

call-to-action

Body

Visual anatomy of a pull-up banner

Masterbrand elements Contains no business unit line. The combination Aon logo and Empower Results tagline and descriptor line are fixed elements. Please refer to the template.

Imagery• Images can be used for

promotional or informative banner. The visual should relate directly to the Aon business unit featured in the banner and objective

• Images shoud be placed inside the large Hex holder

Verbal anatomy of a pull-up banner

Content Depending on the usage, headline and copy should be engaging, and support the masterbrand by tying directly into the concept of data and information. Content for promotional or informative banners should be different from directional banners.



Body Paragraph form: keep body copy brief and to the point with no more than two sentences in length.

Bullet form: use a sub-headline if necessary to communicate any large message not covered in the headline. Use a maximum of four bullet lines.

Call-to-action For promotional banners, remember to feature a call-to-action immediately following the body text.

Sleep easyEmpowering results through Insurance and Risk Solutions


aon.co.uk/hotels

64

Key touchpoint:

PostersAudience and purposePosters are designed for a wide range of audiences from prospective and existing clients to the general public, and serve multiple needs from promoting Aon to informing and directing audiences prior to and during events.

Posters are intended to communicate single high-level messages clearly and concisely without effort. Poster imagery should draw attention and promote interest while providing a clear call-to-action.

ProcessTo create a poster you may work with either the Aon global marketing team or the Centre of Excellence Affinity ConnEX creative team.


Things to consider when creating a poster • What is the budget for this poster?

• Where will this poster be displayed?

• How well does the headline and content relate to the Aon brand and data and information?


Sleep easyEmpowering results through Insurance and Risk Solutionsaon.co.uk/hotels


65

Visual anatomy of a promotional poster

Masterbrand elements Are fixed. Please refer to the template.

Imagery• Images can be used for promotional

or informative poster. The visual should relate directly to the Aon business unit featured in the banner and objective

• Images shoud be placed inside the large Hex holder

Verbal anatomy of a promotional poster

Headline Headlines for promotional posters should be factual, short and contain an engaging message.

Subhead Supporting statements should be two to three sentences and contain factual information.

Call-to-action If the poster calls for a call-to-action, it should be imperative and contain a custom perl.

Masterbrandelement

Masterbrandelement

Masterbrandelement

Headline

Subhead

call-to-action


Sleep easyEmpowering results through Insurance and Risk Solutions

aon.co.uk/hotels


Example of a Dutch poster template.

66

Key touchpoint:

MagazinesAudience and purposeMagazines are designed for a wide range of audiences from prospective and existing clients to the general public, and serve multiple needs from promoting Aon to informing and directing audiences prior to and during events.

Magazines are intended to communicate high-level information clearly and concisely whilst remaining engaging. Magazine imagery should draw attention and promote interest whilst being relevant.

Design formatAs well as an online version, we have created a high level style for more engaging publications that can be downloadable or printable depending on requirement.


Aon Risk SolutionsAffinity | Professional Services Group

In this Issue 2 Don’t let your renewal proposal let you down

3 Vishing; firms must remain vigilant

4 Your strategy for growth: acquiring another practice

6 The lateral hire - merger light?

RISKMATTERS

Latest news for Aon Affinity clients

Issue 10 : November 2015

Welcome to the tenth edition of olore quatque velendae sam intent res soluptatis ipsunt officim aximpos doluptatios aut rectoresequi to ipsus magnatium as eium fuga. Ut inciet dipiti init doluptatem venducia sitem qui berem lab int volor am, as nisci.

Quatque velendae sam intent res soluptatis ipsunt officim aximpos doluptatios aut rectoresequi to ipsus magnatium as eium fuga. Ut inciet dipiti init doluptatem venducia sitem qui berem lab int volor am, as nisci.

Existing format

High level format

67

Key touchpoint:

NewslettersAudience and purposeNewsletters are geared toward prospective and existing clients, and serve to inform the audience about issues of immediate value to the industry regarding Aon services or your business unit, to express our brand values, and to reinforce Aon’s thought leadership on specific issues. While newsletters are intended to be easily digestible, their content should be immediate, engaging, highly topical, and serve to spark interest for further information or consultation from Aon.

ProcessTo create an external newsletter you may work with either the Aon global marketing team or the Centre of Excellence Affinity ConnEX creative team.

www.affinityconnEX.com, review the scope of services available and submit a service request through the website. The request will be routed to the appropriate resources (creative, digital, web design or consulting) and assessed for scope, deadline and resources. The ConnEX team will work with you directly through completion of the project. The ConnEX team will follow branding requirement and secure any special approval as needed.

• If your newsletter distribution is less than 750, please use the Word template.

• If your newsletter’s distribution is greater than 750, use the InDesign template.

Things to consider when creating a newsletter• Who is the audience for this newsletter?

• How large is your newsletter distribution?

• How frequently do you want to publish?

• Will this newsletter be printed or distributed electronically?

• How newsworthy are my topics; is there a primary focus or lead story?

• How quickly can your audience read it?

• Is the use of staff images approved for use within your business unit?

• How clear is the call-to-action and contact information within the body of each article?

• If your news or information is of a timely value, such as news requiring an immediate client response, consider using a news alert instead


Welcome to the September 2015 edition of AonAffinity The Public Sector Bulletin Staying in front of insurance related issues and trends affecting the public sector can be challenging. Aon Inperspective – the Public Sector Bulletin contains insight and news articles written exclusively by public sector experts and is designed to keep our clients and future clients ahead of the risk curve.

There’s never been a busier time in the public sector insurance space, with several new players either entering or considering an entry into the market. But, while this should increase competition, Nigel Cooper, Aon’s National Public Sector Practice Leader, says that many of the issues affecting the market haven’t gone away.

There’s plenty of change in the public sector with a number of new players preparing to enter the market.

Among these is Swiss Re, which is showing increased interest in coming into the public sector market and appears to be widening its appetite.

Initially it was looking to write property and public liability risks for organisations that had the financial strength and tolerance to carry very high levels of deductible. But, in discussions with them in recent months, local authorities of all sizes could be in scope, depending upon how well they are managed in its view.

As yet it does not have an employers’ liability product but it is looking to develop this later in the year. It has also engaged the services of Cerberos to assist its understanding of the UK public sector and support its bid management.

Another exciting development is interest being shown from the Nordic region with Norwegian insurer Protector looking to enter the UK public sector market for most lines of business in the local authority sector.

Protector is the leading public sector insurer in Scandinavia, having established a significant public sector presence in Norway ,Denmark and Sweden. They have now turned attention to the UK, and say they will bring a fresh and dynamic approach to underwriting and very much see themselves as ‘the challenger’ to the status quo. We expect them to be bidding for all major lines of local authority business out to tender in the UK towards the end of the year.

Market update

Aon Risk Solutions National | Public Sector


Meet our experts

Persons NamePersons job title and area of expertise

[email protected]

Nigella is a well-known figure in the public sector risk management sector. He joined one of Aon’s legacy companies in 1990 after 18 years as a risk manager in industry and commerce. He represents Aon in the UK on all public sector issues, networking with central and local government, European Commission, ALARM, CIPFA, public sector insurers, law firms and other professionals. He is also the UK representative in Aon’s EMEA Public Sector Practice Group core team responsible for Aon’s significant Public Sector business throughout this part of the world.

On the personal front Nigel’s hobbies include: Cricket (watching now,


[email protected]

Bill has been in the insurance industry for over 40 years, with three decades of that spent advising public sector clients. He spent 9 years with Nottinghamshire County Council as Risk and Insurance Manager before moving to Heath Lambert (now Gallagher Heath) in 1997. Whilst at NCC he served 2 years as ALARM Chairman and served on the MMI Creditors’ Committee. He established the Public Sector Unit at Gallagher Heath, expanding the client base from no more than a dozen to nearly 100 clients. In 2003 Bill moved to JLT where he also expanded their public sector client base. Bill moved to Aon in 2013 and is based in Bristol.

Aon Risk Solutions National | Public Sector


Meet our experts


[email protected]

Nigella is a well-known figure in the public sector risk management sector. He joined one of Aon’s legacy companies in 1990 after 18 years as a risk manager in industry and commerce. He represents Aon in the UK on all public sector issues, networking with central and local government, European Commission, ALARM, CIPFA, public sector insurers, law firms and other professionals. He is also the UK representative in Aon’s EMEA Public Sector Practice Group core team responsible for Aon’s significant Public Sector business throughout this part of the world.

On the personal front Nigel’s hobbies include: Cricket (watching now,


[email protected]

Bill has been in the insurance industry for over 40 years, with three decades of that spent advising public sector clients. He spent 9 years with Nottinghamshire County Council as Risk and Insurance Manager before moving to Heath Lambert (now Gallagher Heath) in 1997. Whilst at NCC he served 2 years as ALARM Chairman and served on the MMI Creditors’ Committee. He established the Public Sector Unit at Gallagher Heath, expanding the client base from no more than a dozen to nearly 100 clients. In 2003 Bill moved to JLT where he also expanded their public sector client base. Bill moved to Aon in 2013 and is based in Bristol.









Aon Risk Solutions

Affinity | Practices Group

68

Digital touchpointsWhether used to house, distribute, or learn about the effectiveness ofour content, digital experiences enable us to increase our reach andcontinuously refine our communications. From our global online presence, personalised experiences on one’s mobile phone, one-to-one email correspondence, or real-time engagement on social media, no other platform has the ability to impact Aon’s touchpoints as digital. Digital propels Aon’s thought leadership and promotional content while allowing for constant improvement of the effectiveness and distribution of our communications.

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Key touchpoint:

EmailsAudience and purposeHundreds of thousands Aon e-mails are sent to clients and prospects globally each year. The one-to-one nature of email, along with sophisticated targeting options based on where the user is in the buyer’s journey, making this touchpoint one of the most effective digital communication tools.

ProcessStandard e-mails can be created by any Aon colleague. With this, it is important to follow best practices outlined in this document to maintain a consistent brand experience.

The design should be closely integrated with the website look and feel with consideration given to the amount of white space as well as the message carried.

Things to consider when creating an emailer Even when users opted in to email, be mindful that email should deliver true value or risk potentially being identified as spam.

• How does the subject line cut through the clutter?

• Have you considered how the subject line will gain the user’s attention while maintaining the trust of the source?

• Does the subject line identify Aon as its sender?

• Did you know that subject lines and e-mail send times can be tested to improve open rates?

• How quickly does this e-mail pay off the subject line?

• Have you considered listing the top three points of the content for the user to quickly scan?

• How clear is the call-to-action?

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e-mailheader

Call to action

Footer

Body

Emails

Header Write five to ten words in length. Use sentence case with only the first word capitalised. When possible, headline should connect to data and information.

Imagery Dependent on content should be relevant and engaging.

Body The subject line is the most important line of content in the email. This line of content is typically the only visible content in a mail browser window. It should be easily identifiable as coming from Aon, and deliver a very brief message that is imperative or interrogatory in nature.

Typeface Arial, follow template format for sizes.

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Key touchpoint:

Website designAudience and purposeWebsite and digital apps continue to grow as a key distribution channel for insurance. For consumers it is often the dominant channel.

As the Aon shop window, your website needs to reflect the brand values, be easy to use and regularly updated with great content.

Remember to integrate your offline communications with your website design.

Things to consider when creating a webpage • The device that the site is most likely to be

accessed from and the impact this on your design

• The audience who you are targetting. Do they need larger text for example?

• The purpose of the website e.g., to provide information; transactional hub for clients; new business generation (quote and buy) etc.

• Have a clear customer journey and call to action

• Branding solely as Aon or whether for a partnership

• Legislation on data/cookies etc

• Search optimisation

• Web analytics

• Links with social media

Refer to the digital web team in the US for sign off.

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Website examples

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Key touchpoint:

Third party banners

Audience and purposeWhile our third party banners are generally geared toward prospective and existing clients, anyone who visits aon.com can be considered part of our audience. The goal of our banners is to create awareness around a product, service, or thought leadership effort, to engage a user to learn more, and drive click through to lead clients and prospects to other areas of your website.

ProcessTo create a banner you may work with either the Aon global marketing team or the Centre of Excellence Affinity ConnEX creative team.

To access Affinity ConnEX resources go to www.affinityconnEX.com, review the scope of services available and submit a service request through the website. The request will be routed to the appropriate resources (creative, digital, web design or consulting) and assessed for scope, deadline and resources. The ConnEX team will work with you directly through completion of

the project. The ConnEX team will follow branding requirement and secure any special approval as needed.

Things to consider when creating a banner image • How clear is the main call-to-action?

• Is your image being used elsewhere?

• Is your image the right file size? Keep in mind images shouldn’t be larger than 50KB.

• Banner sizes are 850 pixels x 265 pixels.

Other sizes may be used on partner sites.

www.insurance.aon.co.uk

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Visual anatomy of a web banner

Masterbrand elements Fixed. Please refer to the template.

Headine Headline treatment should live on at least 30 percent of the real estate on the page. Place copy in the top 50 percent of the page for maximum impact.

Imagery When cropping imagery, make sure that the image is identifiable. Some adjustment may be necessary for the dimensions of the banner.

Verbal anatomy of a web banner

Headline The headline copy should be short, descriptive and clearly related to the landing page that you are driving the audience to.

Call-to-action Call-to-action should be descriptive, directing a user to a specific page, and action request.

Masterbrandelement

Headline

Call-to-action

Image

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About Aon Aon plc (NYSE:AON) is a leading global provider of risk management, insurance brokerage and reinsurance brokerage, and human resources solutions and outsourcing services. Through its 69,000 colleagues worldwide, Aon unites to empower results for clients in over 120 countries via innovative risk and people solutions. For further information on our capabilities and to learn how we empower results for clients, please visit: http://aon.mediaroom.com/

© Aon UK Limited 2015. All rights reserved.

Published by Aon Affinity UK Limited. The Aon Centre The Leadenhall Building 122 Leadenhall Street London EC3V 4AN

This publication is intended internal use only

one.aon.net/sites/KaizenMarketing/

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