CHICAGO—Aon Corp. said it is aligning its retail, wholesale broking centers, global specialty and facultative reinsurance operations under a new strategy called Aon Broking.

The coordinated approach, which Aon late last month called “the most significant step” it has taken in broking, will improve overall client service, executives of the Chicago-based brokerage said.

Warren Mula, chairman of U.S. retail at ARS, has been named to the additional post of CEO for retail and specialty broking within ARS; Elliot Richardson, CEO of Aon Benfield Fac, has been named to the additional post of CEO of the Aon Broking hubs and of ARS' facultative broking operations.

Both report to Steve McGill, chairman and CEO of ARS.

Mr. Mula said Aon Broking does not replace Aon's existing capabilities but unifies them more under clear-cut management oversight.

“Broking will continue to take place at the local-office level around the world, but with seamless oversight and coordination,” he said.

To facilitate better teamwork, the new strategy will eliminate any “disincentives” that may have existed in the past between Aon's global wholesale centers in London, Singapore and Bermuda and its local retail offices, Mr. Mula said. Rather than having to share commission or fee revenue, all revenue will remain in the local retail offices where the business originated beginning Jan. 1.

“This allows us to make sure the best people and the best markets are always being considered for every opportunity,” Mr. Mula said, noting that he expects “quite a bit” more business will be placed in Bermuda and London as a result.

Underpinning the strategy is Aon's technology platform, Global Risk Insight Platform, which provides information about Aon's insurance placements by industry, geography and local insurance market in real time.

About 50% of Aon's annual $40 billion in premium flow—excluding affinity and captive management business—already is tracked through GRIP and tracking the rest is expected within six months, Mr. Mula said.

“The world insurance marketplace is very dynamic and it's not terribly well coordinated” in terms of what one underwriter offers vs. another, Mr. Mula said. “This gives us the opportunity to shrink the world on a real-time basis and monitor the activity that is taking place.”

That's good news for clients and for Aon, according to Meyer Shields, an analyst with Stifel, Nicolaus & Co. Inc. in Baltimore.

By knowing the specific terms and conditions and compensation arrangements on all of its insurance placements, Aon will be able to use its “scale and influence in the market, in a perfectly legal way, to get the best terms and conditions for their clients” and themselves, Mr. Shields said.

He noted that this is something that he thinks will manifest with other brokers as well.

“The technology is now available for management of these brokers to know how much influence they have with the carriers and to use that as much as they possibly can,” he said.