Willis, a WTW business, has introduced AdWrap, a master-controlled insurance program developed to address the insurance requirements of companies and their contracted vendors involved in producing advertising, promotional, and marketing content in the US.
AdWrap provides production insurance for internal teams, third-party vendors, and social media influencers, designed to streamline coverage while managing insurance costs effectively.
Coverage under the AdWrap program is available throughout all production stages, from pre-production through the final airdate, covering live-action, digital, print, and social media content. Policies offered through AdWrap cover property, casualty, and contingent risks.
WTW says that the AdWrap model emphasizes transparency in insurance costs, removing the standard vendor mark-ups typically associated with individual projects. Premium pricing within the program reflects each project’s risk profile and historical claims data.
Additionally, the program is supported by a dedicated team of media and entertainment specialists who provide continuous account management and vendor relationship support. It also includes global coverage options.
Paul Evans, director of new business for technology, media, and telecommunications at Willis, said that the program simplifies the insurance process, allowing businesses to focus more on content creation rather than navigating traditional insurance complexities.
Businesses involved in creating marketing, advertising, and promotional content in the US face unique risks that necessitate specialized insurance coverage.
In most cases, professional liability insurance errors and omissions coverage protects against claims of negligence, errors, or omissions in the delivery of professional services, such as creating advertising content.
Specialized coverage, such as media liability insurance, offers coverage for risks associated with content creation and dissemination, including claims of defamation, invasion of privacy, and intellectual property infringement.
One notable instance of advertisers utilizing their insurance policies was in 2016, when Betty, a boutique advertising agency, filed a lawsuit against PepsiCo, alleging that Pepsi's Super Bowl halftime commercial was derived from Betty's original concept. The claims included copyright infringement and breach of contract.
The US marketing agencies market is substantial and growing. In 2025, the market size is projected to reach approximately $182.49 billion, with expectations to grow at a compound annual growth rate (CAGR) of 5.53%, reaching $238.85 billion by 2030.
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