How do you elevate the conversation from insurance to ‘resilience’?
FM Global provides commercial and industrial property insurance, underwriting and risk management solutions. It wanted to differentiate itself through empathy and credibility with business issues.
By changing the conversation with risk managers from 'insurance' to 'resilience' we could widen the conversation about FM Global within our target audience.
We created an integrated campaign that sets out how FM Global helps businesses become more resilient. Business and specialist press and online advertising, along with search and PR, helped to drive to a thought-leadership content portal that offered repeat engagement and subscription. A social media strategy amplified the campaign and supported sales, while direct marketing was used to make high-value offers to key prospects.