Maiden Voyage
Brad Loescher Jill Howell
Maiden Re Newhall Klein
Background
Maiden Holdings, Ltd.
Bermuda Based Holding Company Traded on NASDAQ, ticker MHLD Rated A- by A.M. Best with Stable
Outlook As of 6/30/09, Shareholder’s Equity
of $605 MM
Company Structure Non-US Reinsurance: Maiden
Insurance US Reinsurance: Maiden Re US Excess & Surplus: Maiden
Specialty
2008: A Year of Challenges
Impact Being Felt
Maiden Holdings Acquires GMAC RE
Balance Sheet Dedicated To Reinsurance Operations
Results No Longer Consolidated Within Larger Insurance Holding Company
Fully Accountable For Our Own Destiny
Maiden Holdings Acquires GMAC RE
US Reinsurance Platform Formed Through Acquisition of GMAC RE
GMAC RE Becomes Maiden Re
GMAC RE Over 25 Years Of
Reinsurance Experience
Regional Market Focus
Strong Client Relationships
Long-Term Client Base
Stable Loss History
Challenge
Focus Attention On The Opportunity
Preserve Leadership Position
Maintain GMAC RE’s Strong Business Equity
Acknowledged Leadership And Trusted Partnerships In Providing Reinsurance Solutions
Create Confidence And Opportunity For The New Maiden Re
Position As Start-up With History
Need To Assure Brokers And Clients That Acquisition Would Not Change: Client Focus Risk Appetite Management
Team Approach To
Business
Offensive Wave Within 48-72 Hrs
Maiden Employees Customers Brokers Media
Promise and Opportunity
Focus Attention On The Opportunity
Preserve Leadership Gained As GMAC RE
Main Message: Start-up With History
Offensive Wave Within 48-72 Hrs
Opportunities
Stand-Alone Platform
Balance Sheet Dedicated To Reinsurance Operations
Results No Longer Consolidated Within Larger Insurance Holding Company
Fully Accountable For Our Own Destiny
Financial Market Turmoil
Global Disruption Of Capital Markets
Impact Felt Across All Sectors
New Company With Fresh, Unencumbered Capital
Move From Defense To Offense With Dedicated Financial Trust Security In An Uncertain
Time Reinforces Similarity
And Strength
Communicating the Maiden Re Advantage
Marketing Challenge
Maintain “Business As Usual” Expectations
Protect Against Competitive Invaders
Stabilize Trust, Stem The Rumors, Control The Concerns
TIMING: Announcement And Transaction To Occur Simultaneously
Marketing Opportunity
Create A Communication Campaign That Touches Every Customer, Every Prospect First
Head-Off Concerns Or Competitor Maneuvers
Talk To Everyone Within 72 Hours
Strategy & Tactics
Unique Positioning
Maiden Re is greater than the sum of its parts:
Maiden ReGMAC RE
>Maiden Holdings
+
Unique Positioning
Maiden Re – It’s What Happens When: “Proven” Joins “Innovation” “Secure” Meets “Perspective” “Strong” Becomes “Stronger”
When Maiden Holdings Combines Its Financial Strength With GMAC RE’s Acknowledged Leadership The Result Is A New Level Of Stability, Security, And Service.
Speed And Accuracy
Change The Name Throughout The Organization, With Customers, And Across The Industry
Pinpoint Targets Maiden Re Employees Engage News Sources – Build Relationships Customers and Brokers
Strategic Approach = Manage The News / Control The Perceptions
Speed And Accuracy
Clear, Straightforward Celebrate The New Respect The Past Reach Everyone Within 48-72 Hours Of
The Announcement
Details Of The Message
GMAC RE Is Now Maiden Re; A Stand-Alone Reinsurance Company The Name Has Changed But Same Focus –
On Relationships, Security, And Service No Change To Management - Underwriting,
Claims, Or Executive Management The Dedicated Financial Trust Will Continue The Same Risk Appetite And Business Focus
Operational Plan
Internal Announcement Customer And Broker Communication Media Relations Advertising
Internal
Employees Learned Of Acquisition Immediately After It Occurred
Need To Quickly Disseminate Information On Change And It’s Impact On Business And Employees Personally Internal Launch Event Human Resources Immediate – Voicemail, E-
mail, Business Card, Letterhead, Presentations, Etc.
Media Relations
Press Release Executive
Interviews Press Kits
Resulting in: News spotlights Editorial Features Advertorials
Customers And Brokers
E-mail News Distribution Immediately After Press Release Was Issued Letter From CEO On Impact / What To Expect
Telephone Campaign Calls Began Immediately After Employee
Meeting All Clients And Brokers Received A Call That Day
Road Trip Several Teams Of Executives Dispatched Most Clients And Brokers Meet Within A Week
Advertising
Announcement Ads Prominent Publications Best Available Placement
Open Letter To Customers And Business Partners
Update Existing Ads – Continue To Lead With The Trust Minor Changes Reflect Only The Name Has
Changed
Maiden Re Offensive Wave – 48 to 72 Hrs
Nov. 3rd Nov. 4th
Nov. 5th Nov. 6th Nov. 7th
Week 2
8:30 A.M.Employee Meeting
8:55 A.M.Internal Announcement
9:07 A.M.Press Release To News Wire
9:15 A.M.Customer Email Blast
9:30 A.M.Customer Calls
Customer Calls
Customer Visits
Customer Visits
Customer Visits
Customer Visits
Trade Media Calls Trade Media Calls
Trade Media Calls
Media InterviewsPrint AdvertisingOnline Advertorials
Corporate Signage, Letterhead, Email, Voice Mail, Website Announcement ad
Website Announcement Ad
Website Announcement Ad
Website Announcement Ad
Maiden Re Announcement Ad
Launch New Maiden Re Website
Press Kit Shipped Press Kits Received
Advertorials AndEditorial Features
Creative
..\Maiden Re Banner and Box ads\MaidenBanner.html
Banner Ads
How Did We Do?
Maiden Team And Integration Has Gone Extremely Well
Clients And Brokers Are Engaged Stronger Balance Sheet And Future
Revenue Growth Opportunities Shareholders Return The Balance Sheet Remains Strong In
The Face Of Challenge
Maiden Re – A Fresh New LookWith Client and Investor confidence
secured…
We’re ready for a Fresh – Unique and Confident creative expression of who Maiden Re is…
Maiden Re
Taking a truly personal approach…
Brad Loescher Jill Howell
Maiden Re Newhall Klein