FM Reaffirms Its Core Mission to “Protect Your Purpose” with Megan Khang

Leading commercial property insurer FM is launching a broadcast advertising campaign for the first time in the brand’s nearly 200 year-old history. Created by its branding and advertising partner Prophet, the new advertising will premier August 29th in support of FM’s title sponsorship of the LPGA’s FM Championship.

The .30-second spot features professional golfer Megan Khang and takes viewers behind the scenes at the Titleist golf ball factory, where Titleist golf balls are meticulously crafted. The spot demonstrates how FM “sees an icon to protect,” aligning with FM’s core mission to "protect your purpose."

“Protect Your Purpose,” is FM’s tagline and speaks to the company’s dedication to protection, partnership, and progress as a leading global commercial property insurer. There is also a .30 brand spot that will air across CTV and OLV around the world in markets such as the US, Mexico, France, Germany, UK, Singapore, Australia and South Korea. 

The advertising follows an announcement by FM in July that it was refreshing its brand with a new name, going from FM Global to FM. The company also revealed a new logo, tagline and total brand redesign.

In commenting on the work, Marisa Mulvihill, partner at Prophet said, “We were asked to help build a brand that matched the global scale of the enterprise, and we’ve created an expression that reflects their strength, durability and ingenuity. FM needed a brand that could open doors, and now they’ve got one.”

In an environment of new and rapidly emerging risks, the updated brand reflects FM’s evolving business and impact after nearly two centuries of partnering with and protecting global businesses. With its new name and visual identity, FM is more clearly recognizing and articulating the important role it plays in providing strength and stability to its clients, helping them protect the value of the business they have created.

“Our new brand positions us collectively for our next wave of success by clarifying who we are and what we stand for: protection, partnership and progress,” said Roberts. “We believe that by uniting our businesses under the FM brand, we will streamline and strengthen our market position, which will allow us to provide an even better experience for our current clients and reach more organisations that share our belief that the majority of property loss is preventable.”

FM’s new, bold “titanium” logo with precise facets represents engineering innovation, stability and the company’s roots as Factory Mutual Insurance Company. In addition, the design suggests protection and unity, supporting the company’s commitment to its client and broker partnerships. The new brand identity was also created with growth consultancy Prophet, FM’s strategic and creative partner.

With the change, FM will serve as the parent brand for all of the company’s lines of business, including its flagship mutual insurance company, middle-market insurer AFM — now known as FM Affiliated — new renewable energy unit, cargo insurance business and boiler and machinery reinsurance business.

The new branding marks another chapter in FM’s nearly 200-year history. The company traces its roots to 1835, when Rhode Island textile mill owner Zachariah Allen banded together with like-minded manufacturers to create an insurance group dedicated to property loss prevention. Its original name: the Manufacturers Mutual Fire Insurance Company. Over the years the company expanded globally and innovated relentlessly, but remained steadfast in the belief that most property loss is preventable. That philosophy will continue to serve as the bedrock of FM amid emerging challenges like climate change.

For more on the new brand, visit FM.com.