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2. Zurich Case Study
• Switzerland’s largest insurance company – operates in 170 countries with 55k employees
• Analysis had focussed on AVEs which was not engaging senior management. This was replaced with a
scorecard of quantitative and qualitative that were aligned with overall objectives
• A key strategic objective was to reach a more mainstream audience by moving beyond financial and
trade press and into national press and social media
• Development of thought leadership through research such as the World Economic Forum Risk Report
and SME risk index
• Leverage of senior spokespeople from the senior management team, such as Cecilia Reyes, Chief Risk
Officer.
• Reputational risk now a part of high level risk management planning and reporting. Reputation score is
used to track Zurich and key competitors and potential issues are identified and highlighted early.
• The reporting has been used to manage important issues and crises – for example two people from the
senior management team (Martin Senn and Pierre Wauthier) have committed suicide in the last three
years. In each case Gorkana provided daily updates to help guide the media response.
• By using the language of senior management, the communications team now has stronger engagement
with the business – the CEO uses analysis before and after the company’s post financial results
3.
4. “Gorkana’s reports are essential for illustrating the ROI of our External &
Digital Communications investments to the senior management team.
The reports are appreciated by a broad audience within Zurich.
Besides offering consistent high-quality reporting, Gorkana is very
flexible and is able to provide us with ad-hoc reports at short notice if
new issues suddenly arise. This is critical for us”.
Cordin Camenzind
