Established in 1936, The Federated Employers Mutual Assurance Company (FEM) has been a stalwart in the financial services sector, holding the exclusive license for workmen’s compensation administration in the building and construction industry. However, FEM’s approach had traditionally been operation-centric, and their marketing efforts were underdeveloped.

As a result, this 86-year-old institution faced the challenge of low brand awareness, hindering its ability to grow potential sales opportunities.