Any organisation that covers risks worldwide needs answers to tomorrow’s questions today. Munich Re works in 60 countries with scientists from 80 disciplines to find solutions to global risks. It is internationally renowned in the fields of environmental management, climate change and natural disaster risk assessment. Munich Re has extensive knowledge of geo risks and is committed to preserving and applying this expertise through its foundation. But a foundation also needs a unique identity, which it must communicate. Munich Re turned to AgenZ – an expert in the field of communication – to develop the foundation as a brand.

Based on a qualitative survey, AgenZ carried out an analysis of the foundation’s potential sphere of operations and developed a positioning and communications strategy: key messages were defined, the foundation’s corporate image was developed, and preparations made for its public launch in April 2005. The slogan ‘From knowledge to action’ illustrates the Munich Re Foundation’s mission: using targeted education campaigns, it seeks to improve people’s lives – especially in developing and emerging countries – and solve current global challenges. Initial steps in this direction included a conference on micro-insurance held in October 2005 and an international symposium entitled ‘Worldwide Disaster Preparedness – Awareness is the Key’, held in November 2005. AgenZ provided communications services for both events. The aim was to launch and increase public awareness of the foundation.