Turning SHRM insights into authentic, multi-format storytelling

Customer Engagement DevOps HR Marketing Online Learning Sales Marketscale For Agencies Publication Architecture & Design Building Management Business Services Engineering & Construction Education Technology Energy Food & Beverage Healthcare Hospitality Industrial IoT Professional AV Retail Sciences Software & Technology Sports & Entertainment Transportation Support Resources Blog MarketScale 101 Case Studies Workshops Knowledge Base Contact Request Demo Talk to an Expert Case Study: How Lockton Used SHRM 2025 to Blend AI Insight with Human Connection MarketScale Aug 12, 2025 3 min read Client Overview Company: Lockton Industry: Insurance Brokerage, Risk Management, Employee Benefits Audience: HR leaders, benefits executives, business operators, and corporate decision-makers Lockton is the world’s largest privately held insurance brokerage, known for combining industry expertise with client advocacy.

In a business environment where AI, automation, and remote collaboration are reshaping HR and benefits, Lockton faces the challenge of maintaining a human, approachable, and strategically relevant brand presence. In an increasingly digital HR landscape, firms must compete for attention in a crowded and often impersonal market. Lockton needed to show that it could deliver cutting-edge insight on AI adoption and HR strategy without losing the personal touch that builds long-term trust with clients. Events like the Society for Human Resource Management (SHRM) National Conference — the world’s largest HR gathering with over 20,000 attendees from 90+ countries — offered a unique opportunity to combine industry thought leadership with authentic, face-to-face connection.