We’re thrilled that our client Columbia Threadneedle Investments’ latest brand awareness campaign has scooped multiple awards from New York-based financial services marketing think tank, the Gramercy Institute.

Having worked with Columbia Threadneedle to develop a new brand positioning and narrative, Embrace is proud to have been a part of the process that led to recognition at this year’s Financial Marketing Strategy Awards. After scooping best Investments Brand Awareness Campaign in the Global and International B2B category, the campaign then won Best-of-Category Multi-Country and finally picked up Best-of-Show.

Columbia Threadneedle came to Embrace after acquiring BMO Asset Management, looking to maximise the opportunity with a new brand positioning and narrative that brings together the best aspects of both companies. Our extensive internal research crystallised distinct aspects from each. Columbia Threadneedle were client-led, but had a more distinctive story to tell around the intensity of investment research and the smart way insights are shared, while BMO had an authentic responsible narrative.

We finally arrived at the proposition that satisfied all internal and external audiences. ‘Investing Smarter for the World You Want’ combines the rational, financial success-driven priority with a more emotional objective that could appeal to a range of investor needs and motivations. This unifying narrative has been able to successfully promote a consistent comms story and campaign for a multi-faceted global player. It’s a story that every part of the business could align around and build their local message from.

We also created a brand video, which you can watch here.

Congratulations to all involved in the wins!