How do you turn a standard corporate webinar into a must-watch video series? For Markel, we overhauled their digital broadcasting strategy and created a high-impact pop-up studio at the industry’s biggest conference. By bringing broadcast-grade production to their office and the event floor, we helped Markel move from low-engagement sessions to a premium content engine.

The Brief

Markel, a leader in the insurance and specialist industry, was already using webinars to reach their audience, but they hit a wall. Low engagement and "DIY" production quality were hindering their message. They needed a full revamp to match their brand’s professional authority.

Simultaneously, they wanted to dominate the conversation at the BIBA Conference (the UK’s largest insurance event). The challenge was to capture the energy of the event and turn it into a year-long content library, rather than letting the insights disappear once the conference ended.

How We Made It Work: Studio Quality, Anywhere

We tackled Markel’s needs through two distinct high-spec service tiers: Webinar Live and On-Location Event Podcasting.

1. Webinar Live: From Office to Broadcast Suite

More than helping with recording a webinar; we transformed Markel’s own office into a professional broadcast set.

• The Revamp: We replaced static, single-webcam setups with a high-end, multi-camera rig and professional lighting.
• Live Directing: Our team manages the live switch, ensuring dynamic transitions between speakers, presentation slides, and video inserts, keeping the audience visually engaged.
• The Content Waterfall: After the live stream, we post-produce the recording into a polished on-demand video series. By slicing the 45-minute webinar into bite-sized, thematic chapters, we ensured the content continued to drive value long after the live event.

2. BIBA Conference: The Live Podcast Studio

To capture the energy of the industry, we curated and managed a bespoke podcast studio directly on the conference floor.

• High-Volume Output: Our team produced 15 full podcast interviews and discussions in a single day.
• End-to-End On-Site Production: From soundproofing the booth in a noisy hall to managing guest transitions, we handled the technical grind so Markel’s team could focus on the conversation.
• Marketing-Ready Assets: Every discussion was captured with an eye for marketing. We turned the raw discussions into a suite of assets for their marketing team, providing a content "goldmine" of industry insights and interviews with key stakeholders.

The Results

The shift from "functional" to "premium" production led to a measurable change in how Markel’s content was consumed.

• Engagement Surge: The revamped Webinar Live series saw a significant increase in viewer retention and interaction compared to their previous setups.
• Industry Authority: The presence of a high-end studio at BIBA positioned Markel as a tech-forward leader, attracting high-profile guests to their booth.
• Content Longevity: By turning live events into edited, on-demand series, we extended the lifecycle of their communication from a few hours to several months.
• Professional Polish: The "broadcast-ready" look and feel have now become the standard for Markel’s digital presence.

What Listeners & Viewers Love

The feedback highlighted the professionalism of the delivery. Audiences noted that the multi-camera format made the technical insurance topics much easier to follow. At BIBA, guests loved the radio-style experience, which turned a standard networking chat into a high-value, recorded piece of thought leadership.

Solving the Corporate Fatigue Problem

Markel is the perfect example of how high production value can solve low engagement. By treating corporate communication with the same respect as a TV broadcast, we helped Markel cut through the noise of their industry.

By bringing our live production team into Markel’s space, we solved the engagement issue that commonly follows webinars. We proved that with the right direction and kit, corporate content can be just as compelling as any mainstream production.

— Niall Killeney-Taylor, Head of Production

🌍 Learn more about Markel’s services at uk.markel.com

🎤 Live Production & Post-Production by Cue