Insurance company FM Global has given itself a branding makeover – including a shortened name to FM, a new look and logo – and for the first time will advertise on TV. 

Work on the effort for the 200-year-old insurer was led by ad agency Prophet. 

The new advertising will premier today as part of FM’s title sponsorship of the LPGA’s FM Championship in Norton, MA. The 30-second spot features professional golfer Megan Khang and takes viewers behind the scenes at the Titleist golf ball factory. 

The spot demonstrates how FM “sees an icon to protect,” aligning with FM’s core mission to "protect your purpose,” which is FM’s new tagline and designed to speak to the company’s dedication to protection, partnership, and progress as a leading global commercial property insurer.  

There is also a 30-second 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. 

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. Other business lines include a renewable energy unit, cargo insurance and boiler and machinery reinsurance.  

 “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 organizations that share our belief that the majority of property loss is preventable,” said chairman and CEO Malcolm Roberts. The makeover was unveiled at the firm’s mid-year meeting.  

FM’s new, “titanium” logo with precise facets represents engineering innovation, stability and the company’s roots as Factory Mutual Insurance Company.