How to turn adversity into opportunity

Zurich Insurance Group has a long-standing relationship with Bloomberg Media Studios and tasked it with establishing the insurer as a thought leader in building resilience. Insurers play a critical role in managing the risks associated with climate change, and the intention was that engaging with the Bloomberg audience would encourage business opportunity and endorsement.

As a creative content lead at Bloomberg Media Studios, my team and I worked with data and research experts within Bloomberg to understand the challenges climate change poses to businesses and what resilience looks like.

Since much of Bloomberg’s audience comes to the platform for information that allows them to gain a competitive advantage, we landed on the idea of crafting a content-led campaign about turning risk into a business opportunity.

Considering the detail required and the nuance necessary for such complex subject matter, we decided on a podcast series as the ideal content solution.

Called The Risk Opportunity, this four-part thought-leadership series explored how best to navigate the age of the ‘polycrisis’, and what measures we can put in place to create a better future for us all.

We decided on a host-led format, with journalist Danni Hewson directing a conversation with two experts for each episode. This format allowed us the space to examine different perspectives and explore the subject matter in a thoughtful and informed way. We recorded episodes both in-studio and remotely. Thanks to Listen for all your support.

I loved making this series, casting some of the brightest minds in climate resilience, green technology, disaster management and impact investment to share their views.

We designed a promotional campaign of digital banners, native placements and touts across Bloomberg.com, and created series of video and static assets to run across social channels. I managed post production for all the amplification assets.

The series performed incredibly well, far surpassing all subscriber and download targets. It was a finalist in the 2024 World Media Group Awards.