OGILVY PR WORLDWIDE AND FM GLOBAL
FM GLOBAL: MANAGING BUSINESS RISK AROUND THE WORLD
ALTHOUGH FM GLOBAL, ONE OF THE WORLD'S LARGEST COMMERCIAL PROPERTY INSURERS, IS WELL KNOWN BY RISK MANAGERS AND THE INDUSTRY MEDIA, THE COMPANY HAD TO WORK VERY HARD TO
DEMONSTRATE ITS RELEVANCE TO FINANCIAL EXECUTIVES AND THE BUSINESS MEDIA IN FOUR KEY MARKETS: NORTH AMERICA, FRANCE, THE UNITED KINGDOM AND GERMANY. TO INCREASE ITS PROFILE
ACCORDINGLY, FM GLOBAL, IN PARTNERSHIP WITH OGILVY PR WORLDWIDE, LAUNCHED A CAMPAIGN WITH TWO MAIN AIMS: PROMOTING DEMAND FOR FM GLOBAL'S RISK MANAGEMENT AND LOSS PREVENTION
SERVICES AMONG C-SUITE EXECS AND RISK MANAGERS, AND SUPPORTING FM GLOBAL'S BUSINESS GOALS OF GROWTH, RETENTION AND PROFITABILITY.
TRANSATLANTIC COLLABORATION
TO ACHIEVE SUCCESS IN ITS TARGETED MARKETS, OGILVY PR STAFF WORKED TOGETHER THROUGHOUT 2007 TO DEVELOP AND IMPLEMENT THE FM GLOBAL PROGRAM. ONE MAJOR TACTIC THE TEAMS EMPLOYED
WAS TO CONDUCT MEDIA OUTREACH AMONG TOP-TIER BUSINESS AND NATIONAL OUTLETS IN EACH MARKET, INVOKING THREE CORE STRATEGIES: CREATING AND PACKAGING NEWS, LEVERAGING SENIOR
EXECUTIVES AND COMMISSIONING RESEARCH.
TO SUPPORT GLOBAL COLLABORATION THROUGHOUT THE DURATION OF THE PROGRAM, THE TEAM ALSO CREATED AN EXTRANET FOR USE BY FM GLOBAL AND OGILVY PR, WHICH ULTIMATELY BROKE DOWN
GEOGRAPHIC BARRIERS AND STREAMLINED COMMUNICATION.
RISK-REWARD ANALYSIS
DURING 2007, THE CAMPAIGN GARNERED 52 PLACEMENTS IN LEADING NEWS OUTLETS THAT HAD NEVER COVERED FM GLOBAL SO VISIBLY. THE MEDIA COVERAGE POSITIVELY POSITIONED THE FM GLOBAL
BRAND, HIGHLIGHTING THE COMPANY'S VALUE AND APPROACH TO INSURANCE AND DEMONSTRATING THE COMPANY'S CLOSE RELATIONSHIP WITH CLIENTS.