Relevant research, branding won Catlin Group's backing

LONDON--Stephen Catlin, chief executive of Catlin Group Ltd., and his head of marketing wanted to find a way to raise global awareness of the Bermuda-based insurer's brand.

But Mr. Catlin did not want to sponsor a sporting event or the like; rather, he said he wanted to do something "worthwhile and relevant."

So when the company was approached two years ago about an expedition to measure the thickness of Arctic Ocean sea ice, Catlin saw an opportunity to boost awareness of its brand and awareness about an important issue, Mr. Catlin said.

The expedition was unique in that no one actually has measured the thickness of Arctic Ocean sea ice before, so the results "will provide real, hard, new data to scientists," Mr. Catlin said.

The insurer, which backed the expedition, did not become involved to make any form of ecological point, he said. But as a "scientific underwriter," the company has an interest in making the most accurate data available so it can make better decisions, he said.

The company certainly would consider getting involved in a similar project in the future, Mr. Catlin said.

A byproduct of Catlin's involvement in the Arctic expedition has been employee engagement. Catlin's staff has been very supportive of and excited by the expedition, Mr. Catlin said.

In terms of recruiting new employees, Mr. Catlin said a recent round of interviews with graduates showed that corporate responsibility is high on the agenda of prospective employees.

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