iShares
Situation
90% of financial advisors knew iShares, but they almost never bought iShares products. (< 4% of portfolio) Research showed that iShares current brand POV wasn’t motivating enough to change the way advisors invested.
Solution
Don’t try to get advisors to want our product. Show them that the world is evolving and that they need our products.
Results
“Keep Evolving” became the brand premise and tagline for a totally integrated international campaign. We launched TV, print and online campaign with huge praise from our clients and the parent company, Black Rock, in New York.
Highlights
- Definitive quantitative and qualitative research results.
- Unprompted praise from the sales team. (Which we take seriously.)
- Larry Fink loves it and he’s the king of Wall Street
