JOHNSTON, RI: Commercial property insurer FM Global is conducting an international campaign to help business leaders and risk managers build resilience within their organizations.
The effort launched this month in North America, and it will roll out in the UK, France, and Germany by June. FM Global wants to unite each of its international businesses around the same message of resilience, said Roberta Butler, SVP of marketing at the company.
“We brought together a global team with the assignment to develop a single voice for FM Global that would speak to all of our markets,” she said. “What we found was that those markets were in different places in terms of understanding that concept of prevention.”
FM Global is targeting the C-suite and risk managers at Fortune 1,000 organizations, Butler said.
The campaign's message is “the world will be a better place when organizations pursue resilience with the same rigor that they pursue opportunity,” she added.
The insurance company is reaching out to national business and insurance trade media. It is also pursuing speaking engagements and creating booths and presentations for industry trade shows, such as the RIMS annual conference in Los Angeles later this month. Its social media presence is in the “fledgling stages,” Butler added.
FM Global is promoting the theme of resilience among employees through meetings and its internal website.
The campaign also includes four sports-themed ads that will appear in print and digital media. Ogilvy & Mather created the spots.
Ogilvy Public Relations is assisting with PR, along with Sermelo in London and The Perry Group in Rhode Island.
The company plans to “work with the concept of resilience as long as we can,” Butler said.
FM Global serves clients in more than 130 countries and ranks 572 on Fortune magazine's list of largest American companies.