Work / LMP Group
A people-first broker in a market that struggles for trust.
LMP Group was a new specialist insurance broker for live music, sport, film and media, built from scratch and led by CEO Matthew Meredith. It was entering a small, niche market dominated by three major players.
It also had to earn trust in an industry that struggles for it: 74% of UK SME decision-makers believe insurers look for loopholes to avoid paying claims (Allianz UK Trust in Insurance Benchmark, 2026).
A challenger brand built to stand out
Walk around any event where LMP's competitors exhibited and you saw a sea of “trust blue”. So we went the other way, with a bold green identity built to stop people in their tracks on a stand next to much bigger brands, and a people-first tone that took the fear out of insuring live events.
The big idea was Cancel Culture. In LMP's world it means two things: events being cancelled, and artists being “cancelled”. That gave LMP a reason to comment on real news with a voice no established insurer would risk, backed by clear rules on what could be said and how it got signed off.
A reactive engine nobody else could match
The effect was “big name on campus”: customers and competitors alike knew LMP's content before they met the team.
- A live newsroom of feeds and alerts, so we knew about every cancellation before competitors did
- A direct line to the client for fast approvals, so LMP commented while a story was still news
- LinkedIn as the main channel, plus coverage in IQ Magazine, Access All Areas and ILMC
- Presence at ILMC, the International Festival Forum and other key events
From familiar to first choice
We acted as LMP's in-house marketing team, with annual planning and a full-funnel plan. The brand, pitch deck and website made LMP easy to trust and easy to choose.
What changed
“CMG’s team has been very good at understanding and developing the brief and we feel understood. They deliver what we want, and often with encouraging surprises. We’ve worked with others, but not now, we feel we are understood and it’s truly collaborative.”
“CMG's delivery of creative campaign ideas has been presented with an enthusiasm and insight that chimes with us, and our clients.”
The work
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