Metropolitan Cannon Insurance

South African financial services group MMI Holdings acquired a controlling stake in Kenya’s Cannon Assurance, kicking off an expected series of mergers.  Metropolitan Life,which was MMI’s subsidiary in Kenya, now owns 66 per cent of Cannon Assurance following an acquisition that saw the formation of MetropolitanCannon. Metropolitan Life Kenya now handles the long-term insurance business of the new composite underwriter, while Cannon Assurance undertakes general insurance, which focuses on short-term business such as motor, home and work injury policies.


Following MMI Holdings acquisition of Cannon Assurance, the brand needed to redefine its meaning to its audiences. The agency was tasked with developing a positioning that defined the brand’s tone, character and meaning. This was to be supported by a communications strategy as well as deliberate efforts towards aligning internal teams to the common vision, goal and brand position