Insurance
From ad hoc video to a consistent content engine across divisions - 250,000+ views.
Lockton's marketing team had a problem that doesn't get talked about enough in large professional services firms. The expertise was everywhere. Brilliant specialists across mining, healthcare, real estate, marine, financial lines - divisions full of people with genuine knowledge that clients and prospects needed to hear. The problem was getting that knowledge out of those people's heads and into the market consistently, at the standard a firm like Lockton deserves, without it becoming a production burden that consumed the team every time a piece of content needed to be made.
The client:
The world's largest privately held insurance broker
Lockton is one of the most respected names in global insurance - a privately held firm with over 10,000 colleagues worldwide and specialist divisions spanning almost every major industry sector. In the UK, their marketing team supports a business of significant breadth and complexity, coordinating content across multiple divisions, working with senior leaders who are experts in their fields and serving clients who operate at the highest levels of their respective industries.
For a firm of this calibre, the standard of content that goes into the market matters enormously. What they produce reflects what they are. And what they were producing before wasn't quite reflecting it well enough.
The situation
Expertise without visibility is expertise that doesn't reach the market
Before working with Snelsky, Lockton's video output was inconsistent. Content happened around campaigns and specific events, but there was no engine running between those moments to keep the brand visible and the expertise of each division accessible to the people who needed to see it.
Part of the challenge was structural. A large firm with multiple specialist divisions means multiple sets of stakeholders, multiple content needs and multiple audiences - all of which needed to be served without the process becoming unwieldy for a marketing team that was already working hard across everything else.
The brief wasn't simply "make more video." It was: become the partner that makes consistent, high-quality video feel manageable - across all of it, all the time, without creating more work than it removes.
Why Snelsky
They needed more than a production company
What Lockton needed wasn't a crew they could brief when a shoot came up. They needed a partner who could sit inside the marketing operation - understanding the business, thinking ahead, shaping the content approach across divisions and delivering consistently without needing to be managed through every step.
They chose Snelsky because the model fitted. A team small enough to be close and responsive, structured enough to deliver at scale, and experienced enough in the B2B professional services world to understand what the content needed to do - not just how to film it.
The work
One embedded partner. Across everything.
We embedded into Lockton's marketing operation as their go-to video partner - working across divisions, formats, audiences and occasions. The work spans thought leadership interviews, podcast series, event coverage, campaigns, social content and paid creative - planned, produced and delivered consistently as a rolling programme rather than a series of one-off projects.
The In Conversation With Lockton podcast series gave multiple divisions a consistent platform for specialist expertise. The Mining Podcast Series raised the profile of a specialist division in a market where few competitors were communicating their knowledge in a credible, accessible format. Event content from major moments - including the Lockton Performance presence at Salon Privé and the Summer Gala - was produced with a full suite of assets in mind, not just a highlights reel.
Every shoot is planned to maximise output. One filming day produces long-form episodes, short-form social cutdowns, interview clips and platform-native content. The multiplier effect means Lockton gets significantly more content from each session than a traditional one-brief-one-deliverable approach would ever produce.
Throughout all of it the process stays low lift on the Lockton side. We plan ahead, manage the logistics, guide senior people on camera and deliver everything ready to use - so the marketing team stays in control of the direction without carrying the operational weight of making it happen.
Lockton - In Conversation With Lockton / Thought Leadership Content
Interview-led thought leadership content produced for Lockton across multiple divisions. Planned around what their buyers need to understand, not just what the business wants to say. One shoot, multiple assets, consistent output month after month.
The outcome
Video became their best performing marketing asset
Video now consistently outperforms every other content format across Lockton's marketing channels. The content gets used - across LinkedIn, across campaigns, in BD conversations, in pitches. It doesn't sit in a folder.
One event-led post generated over 250,000 views. The Mining Podcast Series gave a previously low-visibility division a credible, growing platform. Multiple divisions now have a consistent bank of expert-led content that supports their marketing and business development activity across the year.
The relationship has grown steadily because the process works. New divisions come on board. New formats get added. The content compounds over time - each piece building on the last, each series making the next one stronger.
Lockton Performance - Salon Privé Event
A premium brand moment captured and extended into content that kept working long after the event ended. Highlights, interviews and social cutdowns that reflected the quality of the environment - and the brand.
For a firm like Lockton, the right content partner doesn't just produce videos. They build a system that keeps the brand visible without adding to the load.
