Franklin Mutual Lives Into Its Tagline.

Despite providing stellar service for 150+ years, Franklin Mutual Insurance (FMI) lacked awareness among its target audience. Increasing that awareness was doubly important since their policies are sold exclusively through independent agents vs. dedicated brand agents.

The Insight

The brand had long used the tagline “Insurance for the way you live” for a good reason: their coverage-rich policies are designed to provide options tailored to individual needs. To increase memorability and modernity, we shortened the tagline (“For the way you live”) and brought it to life with the “Live” campaign. The campaign is instantly identifiable as FMI, with each ad showcasing a different life scenario – and how FMI supports it.

Safe Home for the Holidays


The “Live” campaign concept and execution across digital and traditional formats increased both awareness and affinity for FMI – and that helped independent agents increase conversions.