Marsh works with Lippincott to launch new masterbrand

NEW YORK, January 22, 2026 ─ Marsh (NYSE: MRSH), a global professional services leader, recently launched a new, expanded masterbrand, which brings together the four powerful brand legacies of its primary businesses, Marsh, Guy Carpenter, Mercer and Oliver Wyman. The new masterbrand was created with the support of Marsh’s own global branding consultancy Lippincott and recently debuted through advertising and events at the World Economic Forum Annual Meeting in Davos.

The company’s move to a singular master brand aims to strengthen awareness of its market-leading, specialized capabilities across risk, reinsurance and capital, people and investments, and management consulting. Through this change, Marsh is simplifying the client experience and enabling more seamless marketing collaboration across its businesses. 

Through extensive research, Marsh and Lippincott concluded that a unified brand strategy could increase clients’ awareness of Marsh’s value proposition, strengthen marketing efficiency, and foster a one-company mindset across its colleague base—unlocking value for clients and helping accelerate growth across its businesses.

John Jones, Chief Marketing and Communications Officer, Marsh, commented, “In today’s complex environment, shaped by geopolitics, extreme weather and AI, clients need solutions that draw on expertise from across our firm. Uniting our businesses under a masterbrand brings the full impact of Marsh’s capabilities together, making it simpler for clients to understand, identify and access our specialized expertise and comprehensive solutions.”

Alongside the masterbrand, Marsh launched a sophisticated visual identity created by Lippincott. The updated logo features a distinctive “M” symbol featuring two halves coming together to form a single upward arrow, designed to represent connection and collaboration and convey the expertise and professionalism associated with Marsh and its businesses. The primary color, midnight blue, builds on the company’s legacy branding and encourages familiarity, while signaling a new era for its business brands as a new Marsh. 

Allen Gove, Senior Partner, Lippincott, said: “With a 155-year legacy, Marsh has been home to several strong, distinct brands, each with unique expertise. Our role was to create a unified brand that strengthens the company’s overall market impact while preserving the heritage of its legacy businesses. The result is a brand that honors these legacies and raises awareness of Marsh’s combined expertise and solutions, supporting growth and efficiency.”

During the WEF Annual Meeting, the new expanded Marsh brand is being featured in a mix of out-of-home, print and broadcast advertising under the slogan “Perspective Powers Progress,” which reflects how the company’s perspective is a catalyst that turns uncertainty into possibility and complexity into clarity.

About Marsh

Marsh (NYSE: MRSH) is a global leader in risk, reinsurance and capital, people and investments, and management consulting, advising clients in 130 countries. With annual revenue of over $24 billion and more than 90,000 colleagues, Marsh helps build the confidence to thrive through the power of perspective. For more information, visit corporate.marsh.com, or follow us on LinkedIn and X.

About Lippincott, a Marsh Management Consulting business

Lippincott is a global brand, experience and marketing consultancy. With a passion for helping the world's most ambitious marketing leaders solve their toughest challenges, we create, grow and transform brands to define industries and transcend categories. A pioneer since 1943, we have shaped some of the world’s most iconic brands and experiences. From Coca-Cola to Samsung and Starbucks to Delta, our work drives growth and adds meaning to customers’ lives. As part of Marsh (NYSE: MRSH) Management Consulting, we integrate deep industry, risk and operational expertise to deliver end-to-end solutions. Together, we create new possibilities for our clients to thrive in the future. 

Media contact:
Amelia Woltering
+1 212 345 0864
Amelia.woltering@marsh.com

Emily Christie
Pumpkin for Lippincott
Lippincott@pumpkin.uk.com