To launch a multi-channel B2B advertising campaign for financial services to promote Fusion Funds, one of J.P. Morgan’s new range of funds. In association with agency partner Fundamentals, Integrated communications agency Embrace was tasked on creating brand positioning to generate cut-through and draw attention to Fusion Funds in a highly similar advertising landscape.
Multi-manager/multi-asset is increasingly one of the most popular funds within financial services but it’s a crowded space with over 200 competing products.
Most fund of funds have similar risk profiles, invest in similar asset classes and are similarly priced, so how to deliver a specialist financial services marketing campaign?
Fusion Funds managers have access to the JPM Global Manager Selection Team through the unique partnership with JPM Private Bank, so if the team can’t find a solution in the marketplace they can have one created for them. This was the difference that needed communicating within the financial services advertising landscape.
We developed the ‘Broader Palette’ concept as a way of marketing financial services in this case. Visually, the artist’s palette represents their high quality approach to blending and balancing a pool of funds into portfolios that are a work of art. It creates a vibrant, colourful theme that really stands out and was brought to life by artist Samantha Snowden and renowned still-life photographer Dennis Pedersen.
Key intermediaries were sent the advert on canvas at the launch which was followed by an extensive trade press campaign both online and offline.
Phase two was the addition of the Adviser Portal resource, so the advertising campaign shows the artist’s hand and his ‘tools’.
One of our most successful financial services advertising campaigns both creatively and commercially, the campaign has received an impressive level of intermediary enquiries, running across key media including: Investment Adviser, New Model Adviser, Financial Adviser and Money Management offline, Citywire, FT Adviser.com and Trustnet online.
Meanwhile, research shows high recall of the campaign imagery and how the strong visual style has become synonymous with the fund.