A blue-chip institutional brand enters the wealth segment
Drive growth when your audience doesn’t know your brand
This financial stalwart’s indexes were preferred by institutional investors—but in the wealth management space, the same index products were largely invisible. To make matters worse, research showed financial advisors tended to assume all indexes were the same.
This presented the organization with an opportunity to challenge the status quo and show advisors the underlying index makes a difference.
Speak with confidence and stimulate conversation
Working with us, our client launched “Your Index Matters,” a campaign designed to transform the advisor mindset. With a bold new brand voice, the creative showed how the client’s objective approach and rigorous methodology yielded more precise index products that would enable advisors to more accurately capture their clients’ investment strategies.
Messaging was confident, concise and provocative. Large-format media—including a rotation on the seven-story NASDAQ tower—reached broad audiences while targeted placements drove precision engagement at key accounts.
Showing advisors what their clients might be missing
The campaign successfully introduced this brand to thousands of financial advisors, raising awareness and increasing engagement across the wealth space. It reframed indexes as something critical that impact performance and need to be considered by those implementing an investment strategy.
By directly connecting to client outcomes, the campaign gave our client a compelling new way to open doors, support sales conversations and grow long-term consideration among wealth managers.
- +10Unaided awareness YoY
- +22Authentic attention index
- 52%Higher engagement rate
A global leader in benchmarks, analytics and data solutions
This organization serves institutional and retail investors worldwide. Its indexes are trusted to benchmark over $16 trillion in assets across equity and fixed income markets.
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