campaign designed at upping the company's global profile.

Part of the campaign in a 30 second high-tech TV ad which will run at RIMS this week and will then be broadcast around the world.

The campaign slogan is "Take away the risk and you can do anything'' and features a state-of-the-art video which uses oil, ink and water and computer-generated illustrations to show the kinds of businesses ACE can work with.

A CEO puts down a glass on a blue-print and the water stain takes the blue ink on a journey into towers, planes and even a string of DNA.

The ad aims to illustrate ACE's focus on innovative and expert risk solutions.

The scheme was unveiled by Brian Duperreault, chairman of ACE, who will be travelling to the RIMS conference in Atlanta later today.

He said: "Our goal for this new campaign is to raise awareness of the ACE brand name and build understanding among business audiences about ACE's commitment to helping drive their business goals. This new campaign will reinforce ACE's brand among current customers and producers and generate recognition of ACE's identity among new audiences.'' The advert will be shown on cable in the US, UK and Europe as part of a media campaign. The advert can be viewed on the ACE web site www.acelimited.com.