FM Global: Launching a $300M Program in Three Weeks
The Challenge
FM Global had just three weeks to announce a groundbreaking $300 million "Resilience Credit" program, and they needed to make it count. The goal was ambitious: secure high-profile national business media coverage that would position their CEO as a thought leader in climate resilience and reach their most important audiences before policyholder communications went out.
Our Approach
With limited time and high stakes, we got strategic fast. We identified The Wall Street Journal as the ideal outlet and leveraged an existing relationship with their top insurance reporter to pitch an exclusive, embargoed story.
We prepared FM Global's CEO and head of research for in-depth interviews, ensuring they could speak confidently and compellingly about the program's significance. We coordinated closely with the WSJ team on fact-checking and timing, synchronizing the story to break just before FM Global's internal policyholder communications launched.
The Results
- Secured an exclusive Wall Street Journal feature with prominent climate resilience messaging
- Coverage amplified through print, online, Dow Jones radio, and wire syndication
- Integrated the story across FM Global's website, social channels, and internal communications for maximum reach
- Positioned the CEO as a climate resilience leader in the nation's most influential business publication
The Impact
In just three weeks, we turned a tight deadline into a strategic advantage. By securing a prestigious WSJ exclusive and perfectly timing the announcement across earned and owned channels, FM Global's climate resilience message reached policyholders, prospects, and industry influencers with maximum credibility and impact.