Posted on 12 Jul 2011
Maureen Wall Bentley, executive vice president, brand strategy of Aartrijk, died peacefully on July 9, 2011, after a recurrence of cancer.
A native of Bronx, N.Y. and a graduate of Cardinal Spellman High School and Boston College, Wall Bentley is survived by her husband, Mark Bentley of Baltimore, Maryland. She was 46.
Wall Bentley began her career as an editor at Murdoch Magazines and then Condé Nast Publications. She went on to broader communications and branding roles at the Independent Insurance Agents and Brokers of America, where she was publisher of IA magazine. Wall Bentley led the research, development and introduction of the Trusted Choice brand.
At Aartrijk, she co-created Aartrijk Brand Camp as an industry conference, and recently led the redevelopment of brand identities for several prominent insurance associations and organizations. She focused on brand assessments, identity development and marketing-communications strategy and was the editor of Zoom, a step-by-step branding guide for independent insurance agents.
"I spoke with Maureen nearly every workday for more than 20 years, first at the Big I and then when she joined Aartrijk," said Peter van Aartrijk, founder and CEO of Aartrijk. "She was invariably smart, sharp-witted, creative, and always looking out for the challenges and interests of clients. She was a colleague and confidant many people could trust both personally and professionally, turn to for sage insight, and count on for quality work. She prided herself on excellent writing and set high standards for our work."