19 April 2013Analysis

Cayman ‘clearly better business’ following rebrand

The Cayman Islands will be rolling a rebrand of its captive sector at this year’s RIMS in Los Angeles under the tagline Cayman Islands: clearly better business, as the domicile promotes its international credentials in transparency.

Commenting on the rebrand Rob Leadbetter, chairman of the Insurance Managers Association of Cayman said: “We are well aware that we are operating in an increasingly competitive and mobile market and although Cayman is one of the world’s largest insurance domiciles, we do not have the luxury of complacency. Our audience is sophisticated and professional and we need to be communicating with them in a sophisticated and professional manner”.

The rebrand was led by Fountainhead Business Development, a Cayman-based marketing agency. Denise Gower, managing director, clarified the thinking behind the concept: “it is no secret that Cayman is not often well-represented in the mainstream media despite the jurisdiction’s high standards of compliance with international regulatory initiatives and its sound legal and regulatory regime. We wanted this new brand to hit these misperceptions head-on. I think we got there with this.”