# FMS

> FMS is a privately held branding and marketing agency in Franklin, Tennessee, devoted to financial-services companies. Founded in 2004, it uses research-led brand discovery to help community and regional banks define their position, rename or rebrand, align employees, and carry the result into identity, advertising, digital, video, media, and physical branches. Its own site reports 22 years in business, a 30-person team, 82 awards, and more than 50 companies rebranded.

- **Founded:** 2004
- **Headquarters:** Franklin, United States
- **Founders:** Tim Pannell (Co-founder and former President and CEO), Laurie Pannell (Co-founder)
- **Products:** Brand discovery and strategy, Naming and identity, Brand activation and culture, Integrated bank marketing, M&A and strategic planning
- **Notable:** FMS reports 22 years in business, reflecting its 2004 founding and current 2026 site copy., The agency reports more than 50 companies rebranded., FMS reports 82 awards for its work.

## Products & services

- **Brand discovery and strategy** — Employee surveys, leadership and customer focus groups, non-customer research, competitive analysis, communication audits, positioning, mission, vision, values and brand story.
- **Naming and identity** — Company naming, logo systems, color, typography, imagery, brand language and guidelines for financial institutions.
- **Brand activation and culture** — Internal launches, employee orientation, recognition concepts, training, retail merchandising and environmental branding designed to make the promise operational.
- **Integrated bank marketing** — Campaign development, social and digital marketing, print and collateral, video production, branded content, media planning and buying.
- **M&A and strategic planning** — Brand architecture, merger communications, strategic marketing plans, teaching and speaking for banks navigating growth or consolidation.

## Achievements

- FMS reports 22 years in business, reflecting its 2004 founding and current 2026 site copy.
- The agency reports more than 50 companies rebranded.
- FMS reports 82 awards for its work.
- The agency won two Telly Awards in 2020.
- Its current first-party site lists 30 team members and a national bank portfolio.
- A planned 2021 ownership succession transferred the agency to Sean Hockenbery, Amber Farley, Clark Hook and Zach Pannell.

## Latest updates

- **2026-09** — FMS's LinkedIn page advertised Media Coordinator and Brand Manager roles, indicating continued hiring for bank and financial-services client work.
- **2026-05** — FMS posted about hosting Bowling, BBQ & Games at the 2026 ABA Bank Marketing School and teaching at the school.
- **2026-07** — FMS highlighted work with Skyline National Bank at Compass Records on Sounds of Skyline, Volume 2.
- **2025-02** — EVP Brand Development Amber Farley spoke at the Ohio Bankers League.
- **2021-07** — Sean Hockenbery, Amber Farley, Clark Hook and Zach Pannell assumed ownership from co-founders Tim and Laurie Pannell.

## Links

- Website: https://thefmsagency.com
- LinkedIn: https://www.linkedin.com/company/financialmarketingsolutions
- Twitter/X: https://twitter.com/fms4banks
- YouTube: https://www.youtube.com/channel/UC4r-ARuNyQn6MAWAC1vTFHw/
- Instagram: https://instagram.com/financialmarketingsolutions
- Facebook: https://www.facebook.com/FinancialMarketingSolutions

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Profile page: https://yespress.io/fms
Published by YesPress — https://yespress.io
Last updated: 2026-09-24