EFMP Irish partner FMI, define and reposition their business for growth.


It was always the intention of FMI to focus on crafting a new strategy for the business to align itself with during 2020. The unexpected COVID pandemic impacted several parts of our business and like many other businesses, forced us to question our conventional thinking. It challenged us to think more broadly, to consider options we would have otherwise discarded. It forced us to unpack our raison d’être in line with the trends that continue to shape our world. We set out to redefine our Vision, to reconsider our Mission, and to flesh out our Value Proposition.

It was both the best and worst time to craft a strategy.

As part of this process we challenged ourselves to think beyond the typical titles used in field marketing and to move beyond the expectations of what others have come to expect from us. We realised that moving away from the categorisation of Field Management allows us to broaden ourselves from a service category to a solution- led approach.


Find, Manage, Influence, will not only be the words that make up the acronym FMI, it will embody our approach, our way of selling and working that can be adapted for each of the services we offer. Each service FMI offers  is justified by the reason why. This can change depending on what the service is, as it explains our USP for that service, our ’better than benefit’.



We find the best opportunity, people, insights and exposure for our clients.


We manage all the complex and difficult aspects of a successful campaign.


We know how and what to leverage in order to deliver the results and drive performance.

At our core, FMI is a sales performance agency with exceptional market knowledge and strong industry relationships. We continually challenge ourselves to deliver the best results through data driven insights, upskilling and training our people and by accessing customers through the channel that is most likely to convert to secure market share for our clients.

The success of our campaigns is measured by our teams’ performances and tangible results. We aim to utilise all our capabilities to deliver ROI and to meet the KPI’s set by our client partners. We acknowledge that consumers want an omni-channel experience, and we aim to engage with, and convert consumers, both on and offline.

The focus for FMI will always be to help our clients grow their business. We will use all our capabilities and our focus on people, data and service to achieve this.

The Smarter Way to Sell

Positioning FMI as “The smarter way to sell”, supports our new vision and suggests that through data, insights and the right combination of knowledge, experience, people, training and technology,  we offer a superior way of selling.

To visually communicate this, we chose to use abstract shapes that reflect “data” so as to create a stage on which to place relevant service-line imagery. The clean, symmetrical shapes also convey a sense of order and structure. Each service offering image reflects the, ‘WHY FMI?’ through verbal indications and icons.

Our new strategy and brand image have given us a renewed sense of purpose and determination to challenge each other to be better and to work together to effectively navigate a time where technology, consumer interest and behaviour are hard to predict.

Our focus is on delivering the insights and results that will best help grow our clients’ business.

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