Travelers Creative Platform

And that matters, because research shows broker satisfaction is increasingly driven by human factors: strong relationships, proactive communication and genuine collaboration. Brokers don’t simply want providers pushing policies and propositions — they want insurer partners who understand their challenges and are invested in their long-term ambitions.

For Travelers, this created an opportunity to break from category convention and take a more broker-centric position: as the insurer genuinely committed to brokers’ success. Our brief was to develop a creative platform that could bring this commitment to life across strategic campaigns and communications — giving brokers a stronger sense of recognition, partnership and belief in the Travelers brand.

Built around the visual language of conversation, the art direction uses a dynamic speech bubble device as both a framing tool and symbol of dialogue and responsiveness. Warm, candid photography heroes the brokers we’re focusing on and helps move the brand away from corporate insurance tropes, towards something more approachable, optimistic and emotionally resonant.

Starting the conversation

Travelers launched the platform at the 2026 BIBA Conference through an integrated campaign spanning social,

experiential, OOH, print and digital touchpoints. From LinkedIn teasers and trade advertising to billboard and Uber placements en route to the exhibition, every channel reinforced the same central idea: Travelers is there to listen to brokers’ challenges — and rise to them.

The stand experience invited brokers to share their challenges directly with Travelers through interactive feedback activations that made listening visible and participatory. More playful touches — including a peel-and-reveal competition on branded coffee cups accompanied by speech-bubble biscuits — added warmth and personality to the experience.

While at the heart of the campaign was a series of broker pledges – tangible commitments around service, responsiveness, visibility and ease of doing business – grounding the creative idea in meaningful action rather than empty rhetoric.

Across every touchpoint, Now we’re talking positioned Travelers as a partner willing to listen, evolve and put in the work to build the kind of broker relationships the category had been missing.

The campaign also delivered impressive engagement across paid and owned channels. Uber advertising reached 34,500 journeys against a target of 15,000, while generating a 2.39% click-through rate and 52% video completion rate — outperforming Uber’s own benchmarks for journey advertising.

Engagement continued beyond the exhibition, too. A post-BIBA follow-up email was opened by 792 brokers, while the LinkedIn campaign generated 12,343 impressions, 740 clicks, 334 reactions and 90 reposts. This all equated to a 9.43% overall engagement rate – well above the typical 2.5% rate reported for financial services brands.

The platform is only just getting started, but these early results suggest that Now we’re talking is already striking a chord.

“Getting under the skin of what makes our audience tick is vital in helping us cut through in a crowded market. And mark-making*s approach has enabled us to do just this. From the very start, they’ve talked about the importance of being authentic and saying what actually needs to be heard. Off the back of this, they’ve developed a platform and campaign that doesn’t just let us grasp the attention of brokers – but lets us take them on a long-term journey with us. We’ve loved the thinking – and we love the work”
Nicola Burgoyne
Marketing Director, Travelers Europe