Phil Barton – the Jelf and Bluefin rebrand Q&A
The Jelf CEO tackles rebranding offices, the potential for closures, client communication and why it chose Jelf over Bluefin for its name.
Marsh bought Jelf in 2015 and Bluefin in 2016.
Since then it has reorganised the management structure and this week announced plans to rebrand the overall offering as Jelf.
Industry experts described the latest step as “inevitable”.
Here, Jelf CEO Phil Barton shares the thinking behind the latest decision.
On the branding, does this mean that any Bluefin offices on the High Street will be rebranded as Jelf over time?
Yes. Bluefin offices will be rebranded over time, although the Bluefin name
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