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Most re-insurance companies say they “partner” with their clients, are “responsive” to their clients and “design solutions to meet the unique needs” of their clients. So they look and sound alike. To help Am-Re Managers stand out as problem-solvers, each ad in our campaign was a brain-teaser: a problem with (in small type) the solution. And our headlines challenged group-think. For example: Before we try to find the answer, we ask; “Is this the right question?” Am-Re has done very well.