Continental Reinsurance Plc, the largest privately owned pan-African reinsurance company outside of South Africa, appointed Brand Communications in 2014 to support the company to achieve its mission to be the premier reinsurer in Africa.

Our appointment includes an internal and external perception audit, design and development of the brand strategy, the redesign of the company’s brand promise/strapline, visual identity system refresh as well as ongoing conceptualisation and implementation of advertising, communications, PR and media support.

The company’s five-year growth strategy is focused on deepening relationships and accelerating growth. The new brand strategy and design programme developed by Brand Communications is premised on a process of aggressive and responsible expansion, by translating the organisation’s pan-African presence and strengths into local value and growth. Through interventions in local African markets, specifically building financial and technical capacity, developing new partnerships and developing new solutions, the organisation is growing its brand promise by expanding on its competencies. The company also employs local professionals who have an in-depth understanding of their respective markets as well as develop locally relevant products and services that meet the needs of that market.

In April 2014, Continental Reinsurance opened a regional office in Tunis, Tunisia, to serve the North African markets and in August 2014, the Botswana subsidiary was launched to grow its market penetration in the Southern African region.

Continental Reinsurance is the only African reinsurer who is a signatory to the Principles of Sustainable Insurance of the United Nations Environment Programme Finance Initiative. The company’s new brand strategy is aimed at delivering substantial value across the continent, to help advance world-class standards in environmental, social and governance focus areas – through localization that is true to its pan-African commitment.