BROCOM is a marketing platform bringing together 2,300 insurance brokers, the French and Dutch Federations of Brokers, and 17 insurance companies with the objective to promote brokerage (non-exclusive intermediaries) and to consolidate its position in the insurance market.

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The Briefing

In a market saturated with digital tools, low-cost offers, and automated services, BROCOM set out to do more than raise awareness. They wanted to restore the broker’s relevance. While brokers remain among the most trusted advisors in insurance, their visibility has faded. Their role has become blurred, especially among younger generations who are used to quick, online solutions and rarely distinguish between a broker, an agent, or a bancassurer.

The challenge was not to communicate the broker’s value more clearly. It was to reignite that value in a world that is losing its bearings. A world where trust is fragile and human contact is often replaced by faceless transactions. The risk for brokers was not just a loss of attention, but a slow erosion of pride and presence in the market.

BROCOM’s ambition was twofold: to restore internal confidence within the profession, and to rebuild public trust, making the phrase “I’ll talk to my broker” a meaningful reflex again. The goal was to develop a strong, authentic voice that could connect across generations, bridging emotional expectations like reassurance and proximity with functional needs like clarity and accessibility.

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The Story

Together with BROCOM, we created the Manifesto of the Insurance Broker. More than a campaign, it was a declaration. Built on real people, real stories, and real impact, it featured actual brokers, not actors, sharing their knowledge, empathy, and everyday dedication. It put the spotlight exactly where it belongs: on human connection.

This authenticity became the foundation of a multichannel strategy that included a striking video, a bold brand refresh, and a warmer, more confident tone of voice. Every element worked toward one goal: to reposition the broker not as a figure of the past, but as a relevant, deeply human advisor for today’s world.

The result was a powerful narrative that did not just reconnect brokers with the public. It gives the profession a renewed voice, one that stands out in a noisy digital landscape. One that reminds everyone that while technology may speed things up, trust still begins with people.

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