WTW’s Willis Unveils AdWrap for Marketing, Media, and Influencer Productions
Willis, a division of WTW, has introduced AdWrap, a new insurance program designed to address the unique insurance needs of companies and contractors involved in creating advertising, promotional, and marketing content in the US. This master-controlled program aims to streamline coverage and manage insurance costs effectively.
AdWrap provides production insurance for internal teams, external vendors, and social media influencers, covering various content types, including live-action, digital, print, and social media content. Coverage extends from pre-production through final airdate and encompasses property, casualty, and contingent risks. The program is supported by a dedicated team of media and entertainment specialists who provide ongoing account management and vendor relationship support, with global coverage options.
Paul Evans, director of new business for technology, media, and telecommunications at Willis, emphasized the program’s ability to simplify the insurance process. He said it allows businesses to focus more on content creation rather than navigating the complexities of traditional insurance.
Addressing the Complexities of Advertising Insurance
Businesses involved in generating marketing, advertising, and promotional content in the US face specific risks that require specialized insurance. Professional liability insurance, or errors and omissions coverage, typically protects against claims of negligence, errors, or omissions in professional services like advertising content creation. Furthermore, media liability insurance is essential for risks related to content creation and distribution, covering claims such as defamation, invasion of privacy, and intellectual property infringement.
Real-World Implications
One relevant example highlights the importance of such coverage. In 2016, Betty, a boutique advertising agency, sued PepsiCo, claiming Pepsi’s Super Bowl halftime commercial was derived from Betty’s original concept, citing copyright infringement and breach of contract.
Market Growth and the Future
The US marketing agency market is substantial and continues to grow. In 2025, the market is projected to reach approximately $182.49 billion, with an expected compound annual growth rate (CAGR) of 5.53%. Industry analysts predict the market will achieve $238.85 billion by 2030.
