Fianancial Guaranty Insurance Company is one of four leading municipal bond insurers. It is out-spent by its two major competitors, giving them a small share of voice. In order to sustain confidence and brand awareness with key audiences, with a tight budget, MPI was faced with the continual challenge of developing highly targeted messages to penetrate the competitive clutter, and help FGIC make every marcom dollar work like three. Through the use of innovative media and careful market segmentation, MPI developed 18 micro-targeted and cost-effective campaigns over the last ten years. And FGIC has gained in ad awareness, share of mind and overall brand familiarity completely out of scale in relation to its share of voice. It's one reason FGIC has remained competitive, is dominant in the categories it favors, and has forced its competitors into a defensive posture which is increasingly improving FGIC's trading value.