INDEX :
Top Advertisements from Asset Management Brands & its Key Learnings
1. Vanguard - “Your Future Starts Today” (2020)
What was the Advertisement all about:Vanguard’s “Your Future Starts Today” campaign was a clear, no-nonsense call to action for individuals to take control of their financial future. The ad follows everyday people—working professionals, young families, retirees—each making calculated decisions that secure their financial futures, with Vanguard guiding them along the way. The ad emphasized Vanguard's mission of long-term investment, discipline, and doing things the right way.
Brand Archetype:Vanguard aligns with the Caregiver archetype. The ad showcases how Vanguard is committed to helping individuals secure their future with care, responsibility, and dedication. The examples in the ad—people planning for their retirement or saving for their children’s education—highlight how Vanguard serves as a trusted guardian of its clients' financial well-being.
Audience Reception:The ad was received warmly, especially by younger audiences starting to think about their financial futures. The relatability of everyday people, not corporate high-flyers, resonated well with individuals feeling uncertain about managing their finances.
Brand Vibe:Vanguard embraces a Sophisticated vibe. While the ad’s visuals were simple, the message came across as grounded and intelligent. The sophisticated, understated visuals—people making informed decisions in calm settings—reinforce the idea that Vanguard is an intelligent partner who simplifies the complexities of investing.
Focus Area of the AD:The focus was on empowerment through knowledge and taking control of one’s financial future, positioning Vanguard as a reliable guide for long-term planning.
Key Statistics of its Impact:The ad resulted in a significant 20% increase in website traffic and a 15% uptick in app downloads from younger investors, indicating its success in engaging the next generation of investors.
Key Observations:The ad shows that financial security is an emotional decision—it’s not just about numbers but about caring for the future of loved ones. Vanguard’s approach taps into this emotion, which can make asset management more accessible to a wider audience.
2. BlackRock - “The Power of Sustainability” (2021)
What was the Advertisement all about:BlackRock’s ad focused on the importance of sustainability and how their investments are driving change toward a greener, more sustainable world. The visuals included lush forests, clean energy initiatives, and happy communities benefiting from eco-friendly investments. The message emphasized BlackRock's long-term commitment to sustainable investing, aligning profit with purpose.
Brand Archetype:BlackRock subscribes to the Explorer archetype, encouraging clients to think globally and explore new investment avenues, particularly in the growing sector of sustainable investing. This is highlighted through their focus on exploring the vast potential of the green energy market and creating a better world.
Audience Reception:The ad was widely praised for its progressive stance on sustainability, aligning with increasing consumer interest in socially responsible investments. It particularly appealed to younger, eco-conscious investors who care about aligning their financial portfolios with their values.
Brand Vibe:BlackRock’s vibe in this ad is Deep, conveying the complex, thoughtful, and transformative power of sustainability in finance. The ad’s visual tone was calm, almost meditative, as it invited viewers to contemplate the bigger picture of how their investments impact the planet.
Focus Area of the AD:This ad focused on sustainable investing and how BlackRock is not just a financial institution but a catalyst for global change, encouraging viewers to join them in their mission for a better future.
Key Statistics of its Impact:BlackRock saw a 30% increase in inquiries regarding ESG (Environmental, Social, Governance) investment products, and the campaign generated strong engagement on platforms like LinkedIn, especially among institutional investors.
Key Observations:The ad reinforces that investment isn’t just about wealth—it’s about creating impact. Articulating the financial world’s ability to drive positive societal change can make asset management more relatable and appealing to younger, purpose-driven investors.
3. JPMorgan Chase - “You Invested in Us, We Invested in You” (2019)
What was the Advertisement all about:This ad campaign focused on JPMorgan Chase's commitment to giving back to its customers and communities. It showcased how JPMorgan's investments had a direct, positive impact on its clients' lives—both through individual wealth-building and their corporate initiatives supporting local businesses, education, and healthcare.
Brand Archetype:JPMorgan Chase fits the Ruler archetype, positioning itself as a powerful, authoritative institution with a strong focus on leadership, control, and societal influence. The ad emphasizes JPMorgan’s leadership in both financial markets and its corporate responsibility initiatives.
Audience Reception:The ad was well-received for its human-centered approach, appealing to both institutional clients and everyday customers. Its message that the bank’s success is tied to the success of its clients created an emotional connection.
Brand Vibe:The ad carried a Connection vibe, demonstrating that JPMorgan Chase sees itself not just as a financial institution but as a community partner, deeply connected to its customers' goals and dreams.
Focus Area of the AD:The focus was on long-term relationships and how JPMorgan Chase is committed to reinvesting in the communities it serves—both through financial products and corporate initiatives.
Key Statistics of its Impact:The ad led to a 10% increase in customer engagement and a 12% rise in the usage of JPMorgan’s digital investment tools.
Key Observations:This campaign teaches the power of personalized, community-driven narratives. When people see how an asset manager’s work directly impacts their life, it builds trust and loyalty.
4. Fidelity Investments - “The New Retiree” (2020)
What was the Advertisement all about:Fidelity’s ad featured retirees who had chosen a new chapter in life—taking up new hobbies, pursuing dreams they’d postponed, and living their retirement with purpose. The message emphasized how Fidelity’s financial planning services can help people retire with confidence, enabling them to live the life they’ve always wanted.
Brand Archetype:Fidelity is a classic Caregiver, always focused on security and nurturing its clients’ financial health. The ad positioned Fidelity as the guide that supports its clients in their transition to a fulfilling retirement, offering steady financial advice and products that make that possible.
Audience Reception:The ad struck a chord with the older demographic, particularly Baby Boomers and Gen X, who are planning for or already in retirement. It helped people envision a future full of possibilities, which in turn inspired confidence in Fidelity’s retirement products.
Brand Vibe:Fidelity conveys a Cozy vibe in this ad. The warmth and comfort of the visuals—happy retirees enjoying peaceful days—reinforced the idea that retirement doesn’t have to be a financial burden. It’s a time to enjoy the fruits of one’s labor.
Focus Area of the AD:The focus was on empowerment in retirement—how with the right financial partner, retirement can be a rewarding, stress-free period of life.
Key Statistics of its Impact:Fidelity reported a 20% increase in sign-ups for its retirement planning tools after the campaign launched. Positive social media mentions also spiked by 15%.
Key Observations:The ad teaches that emotional engagement is key when discussing financial products—retirement is a deeply emotional milestone, and framing the discussion around joy and fulfillment made the services seem less intimidating.
5. Goldman Sachs - “Your Money, Your Goals” (2018)
What was the Advertisement all about:Goldman Sachs focused on the power of strategic financial planning with an emphasis on personal goals. The ad highlighted various people at different stages of life—young professionals, entrepreneurs, and families—explaining how Goldman Sachs could help them achieve their financial dreams, no matter how big or small.
Brand Archetype:Goldman Sachs embodies the Magician archetype, positioning itself as a transformative force in the world of finance. The ad underscores how Goldman Sachs helps clients achieve financial transformations and navigate complex markets to bring their aspirations to life.
Audience Reception:The ad was well-received for its visionary and aspirational tone. It resonated particularly with high-net-worth individuals and professionals seeking a more sophisticated financial partner who could help them achieve personalized financial goals.
Brand Vibe:Goldman Sachs embraced an Intelligent vibe, emphasizing their cutting-edge technology, deep market knowledge, and sophisticated financial strategies to achieve goals in ways that seem almost magical.
Focus Area of the AD:The ad focused on personalized financial planning and how Goldman Sachs can help individuals achieve their life goals by offering customized investment advice.
Key Statistics of its Impact:There was a noticeable increase in inquiries about private wealth management services, with a 17% increase in leads from high-net-worth clients.
Key Observations:This ad highlights the importance of showing clients that their financial decisions are deeply personal. Tailoring services to individual needs can increase engagement and trust in the asset management sector.
6. Schroders - “Tomorrow’s World” (2021)
What was the Advertisement all about:Schroders’ ad focused on how the world is evolving and how investors need to think ahead. The visuals were futuristic, showing emerging technologies, sustainability, and global transformations. The ad conveyed the message that Schroders is helping clients navigate the future, focusing on long-term, impactful investment opportunities.
Brand Archetype:Schroders fits the Sage archetype. The ad highlights Schroders’ thought leadership and expertise in predicting and navigating global trends, reassuring viewers that they are in safe hands with an experienced, wise partner.
Audience Reception:The ad was appreciated by institutional investors and wealth management clients who are forward-thinking. It resonated well with those who are interested in the long-term implications of their investments on the future of the planet.
Brand Vibe:Schroders subscribes to a Deep vibe in this ad, aligning with themes of foresight, planning, and intelligence. The visuals were thoughtful, with a focus on global change and how those in charge of capital can drive real transformation.
Focus Area of the AD:The focus was on long-term thinking and how Schroders helps investors build portfolios that benefit from emerging trends, aligning profits with positive societal change.
Key Statistics of its Impact:The ad led to increased interest in Schroders' sustainable and future-oriented investment products, with a 25% increase in website traffic and new client inquiries.
Key Observations:This ad shows how positioning an asset management firm as visionary and future-focused can differentiate the brand from others that focus on short-term gains. It teaches the value of aligning your services with global change and sustainability.
Lessons from Ads Targeting Similar Audiences, that can be applied to Asset Management Brands and Strategies to Elevate Your Campaigns
1. Apple - “Think Different” (1997)
Lessons we can take from them:Apple's ad revolutionized the concept of brand loyalty by positioning the company as a symbol of innovation and individualism. The lesson for asset management brands is to associate themselves with forward-thinking, disruptive ideas, showing they are not just traditional but evolve alongside market changes. Like Apple, asset managers can highlight their commitment to future-proof strategies, technology integration, and innovation.
Strategies we can implement in our Asset Management Brand AD:Showcase how your brand isn't stuck in traditional methods but leverages technology and innovative financial strategies to create impactful investment solutions. Position your brand as one that champions future opportunities and cutting-edge market insights, appealing to sophisticated investors who want to remain ahead of the curve.
Use of Brand Archetype & Resonance:The Explorer archetype applies well here—both Apple and asset management firms like to push boundaries and inspire their audience to take new paths. By positioning your firm as a leader in discovering new investment opportunities, you'll resonate with audiences seeking growth, adventure, and intellectual challenge.
2. Nike - “Just Do It” (1988)
Lessons we can take from them:Nike’s ad is a call to action, encouraging people to take risks and push their limits. For asset management, it’s about inspiring confidence in clients. A campaign could motivate investors to trust in the expertise and strategies offered by the firm to take the next step in securing their financial future.
Strategies we can implement in our Asset Management Brand AD:Create a bold, empowering message that encourages clients to take control of their financial future. Position your firm as the trusted partner that helps investors take the leap—whether into a new market, risk strategy, or financial goal. Inspire action with messages like “Invest in your future today” or “Take the first step towards growth.”
Use of Brand Archetype & Resonance:This ad embodies the Hero archetype, urging people to take action with determination. For asset management, adopting the Hero archetype motivates clients to trust in your guidance and investment expertise to succeed in their long-term financial journey.
3. Coca-Cola - “Share a Coke” (2011)
Lessons we can take from them:Coca-Cola's personalized approach created a sense of community and belonging. For asset management brands, this shows the power of personalization in campaigns. It’s not just about products but about connecting with clients on a deeper level, addressing their unique financial needs and goals.
Strategies we can implement in our Asset Management Brand AD:Create personalized financial strategies or services that directly relate to the individual needs of each client. Use targeted messaging that speaks directly to the unique goals of different investor types (e.g., retirees, entrepreneurs, families). Encourage clients to “share” their financial goals with you and invite them to co-create their financial future.
Use of Brand Archetype & Resonance:The Caregiver archetype can be applied here. Asset management brands should position themselves as guardians of clients’ financial futures, offering tailored guidance, care, and attention to each individual’s unique needs and aspirations. Personalized service elevates trust and resonates deeply with clients.
4. Tesla - “Model S Launch” (2012)
Lessons we can take from them:Tesla’s focus wasn’t just on selling a car—it was about selling a lifestyle, a future vision. For asset management, this means not just promoting financial products but framing them within a larger vision of wealth, sustainability, and impact.
Strategies we can implement in our Asset Management Brand AD:Position your brand as more than just a financial service provider. Highlight how your investments align with future growth trends, like sustainability, technology, and innovation. Show that investing with your firm doesn’t just provide returns but helps clients contribute to shaping the future.
Use of Brand Archetype & Resonance:The Magician archetype fits here. Just as Tesla positions itself as a transformative force in the auto industry, an asset management brand can embrace the Magician archetype by emphasizing how your strategic insights and innovative products can help clients transform their financial futures and realize extraordinary returns.
5. Old Spice - “The Man Your Man Could Smell Like” (2010)
Lessons we can take from them:Old Spice’s humorous, unexpected approach appealed to a broader audience by breaking norms and creating a distinctive personality. Asset management brands could learn to differentiating themselves through bold, unexpected messaging that makes them stand out in a typically conservative space.
Strategies we can implement in our Asset Management Brand AD:Use humor or a playful tone to show that asset management doesn’t have to be dry or overly technical. A lighthearted approach could make complex financial concepts more accessible. For example, presenting common investment myths in a fun, exaggerated way, only to “debunk” them with your smart, trustworthy solutions.
Use of Brand Archetype & Resonance:The Jester archetype could work well for asset management brands trying to break free from the serious, often intimidating nature of the industry. By using humor and wit, your firm can create a unique connection and make financial services feel approachable.
6. Gucci - “The Hacker Project” (2021)
Lessons we can take from them:Gucci’s collaboration with Balenciaga showed how brands can innovate through partnerships, merging their strengths to create something completely new. Asset management brands can embrace this by collaborating with fintech companies or other innovative players to offer unique investment products or solutions.
Strategies we can implement in our Asset Management Brand AD:Collaborate with disruptive tech companies to create new financial tools that appeal to younger, tech-savvy investors. Highlight how your firm is embracing new technologies and partnerships to provide cutting-edge investment opportunities that challenge the status quo of traditional asset management.
Use of Brand Archetype & Resonance:Gucci embraces the Outlaw archetype, which disrupts norms and challenges the established way of doing things. Asset management firms can adopt a similar rebellious mindset by demonstrating how they offer alternative solutions to traditional investment strategies, targeting investors looking to break free from convention.
7. John Lewis - “Christmas Advert” (2019)
Lessons we can take from them:John Lewis’ Christmas ads consistently use emotion to create a connection. For asset management brands, this shows that emotional storytelling can drive loyalty and trust, especially when it comes to something as personal as financial planning for the future.
Strategies we can implement in our Asset Management Brand AD:Create ads that focus on the emotional side of investing—helping people reach their dreams, retire comfortably, or secure their family’s future. Use narratives that show how investing wisely brings peace of mind and joy, not just numbers.
Use of Brand Archetype & Resonance:The Caregiver archetype is key here. Position your brand as one that nurtures its clients’ financial well-being, making sure they feel supported throughout their financial journey. The emotional pull of security, peace of mind, and caring for loved ones resonates deeply.
8. Heineken - “Open Your World” (2011)
Lessons we can take from them:Heineken’s ad, which focused on diversity and opening minds, showed how a brand can appeal to a broad audience by encouraging inclusivity. For asset management, this means showcasing how your brand is open to new ideas and inclusivity, offering services that cater to diverse investors.
Strategies we can implement in our Asset Management Brand AD:Highlight diversity within your investment portfolio, focusing on global opportunities that allow investors to diversify and expand their horizons. Position your brand as one that is open to all kinds of investors, regardless of background, experience, or financial goals.
Use of Brand Archetype & Resonance:The Explorer archetype fits here. Just as Heineken positions itself as a gateway to broader perspectives, an asset management brand can align with this archetype by offering international investment strategies and promoting global opportunities.
9. Adidas - “Impossible is Nothing” (2004)
Lessons we can take from them:Adidas’ campaign was about overcoming limits, tapping into human resilience. Asset management brands can draw on this by showing how their strategies help clients overcome financial challenges and unlock new possibilities, no matter how daunting the task may seem.
Strategies we can implement in our Asset Management Brand AD:Inspire your audience by demonstrating how investment strategies are tailored to help clients overcome financial obstacles and achieve previously unattainable goals. Position your brand as the partner that helps clients break through financial barriers and achieve their most ambitious aspirations.
Use of Brand Archetype & Resonance:The Hero archetype is perfect here. By positioning your brand as the guide helping clients become heroes of their own financial journeys, you create a strong narrative that empowers clients to achieve greatness with your firm’s support.
10. Dove - “Real Beauty” (2004)
Lessons we can take from them:Dove's “Real Beauty” campaign was groundbreaking for showcasing authenticity. For asset management brands, this shows the importance of being genuine and transparent, especially in an industry often viewed with skepticism. Being authentic and relatable helps build trust.
Strategies we can implement in our Asset Management Brand AD:Focus on authenticity and transparency in your messaging. Highlight how your firm’s investment strategies are straightforward, easy to understand, and align with the values of your clients. Build campaigns that humanize your brand and address common misconceptions in the asset management space.
Use of Brand Archetype & Resonance:The Caregiver archetype works here as well—showcasing your firm as a trustworthy partner that genuinely cares about the financial well-being of your clients. Create messages that feel personal, straightforward, and supportive, reinforcing transparency and honesty.
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