Client Profile

To help position Guardian Life Insurance Company of America as a knowledgeable resource about small business owners, CooperKatz developed a comprehensive thought leadership campaign that promoted original research through extensive media outreach aimed at general business, financial and small business media.


As core to this initiative, CooperKatz conceived the idea of and helped to establish The Guardian Life Small Business Research Institute – an intellectual resource combining ground-breaking research commissioned by the company with the expertise of people within the Guardian Life family with deep experience in the small business community. 


In The Institute’s inaugural year, CooperKatz launched “The Guardian Life Index: What Matters Most to America’s Small Business Owners” – a comprehensive and methodologically innovative study that provided a better way to understand how America’s small business owners think and act. CooperKatz also assisted in the naming, design, content creation and development of The Institute’s website.


On an ongoing basis, CooperKatz mined the rich data available in The Guardian Life Index and tied this to current news and trends, which helped to further position Guardian as the go-to small business resource.  This work resulted in a steady stream of high-level coverage in a wide range of media outlets, both offline and online, such as PBS “Nightly Business Report,” The New York Times, Entrepreneur and numerous citations on the Amex OPEN web portal for small businesses.


CooperKatz also helped establish social channels for The Institute, including a commentary page, Twitter profile and YouTube channel populated with videos conceived, shot and edited by the agency team.