AML gives active investing a creative edge
The campaign marks the first collaboration between the two companies and will run across digital and social channels in Italy, Germany, the UK and Switzerland.
Creative advertising agency AML has launched a European marketing campaign for global investment firm AllianceBernstein (AB) to support the introduction of the company's Active UCITS ETF range in Europe.
The campaign marks the first collaboration between the two companies and will run across digital and social channels in Italy, Germany, the UK and Switzerland.
Titled The Art of Investing, the campaign is designed to communicate AllianceBernstein's investment approach by combining artistic themes with the firm's active investment strategy.
Campaign draws on artistic inspiration
The creative concept is inspired by a quote commonly attributed to Pablo Picasso about mastering rules before breaking them creatively. AML uses the idea to illustrate how AllianceBernstein combines investment expertise with data, technology and human judgement in managing its Active UCITS exchange-traded funds.
The campaign features portrait imagery created in styles including street art, pop art, modern conceptual art and post-impressionism. The visuals are intended to represent the firm's integrated investment process and its approach to active portfolio management.
Multi-market rollout across Europe
The campaign will appear in both static and animated formats across digital and social media channels in Italy, Germany, the UK and Switzerland, supporting the launch of AllianceBernstein's five Active UCITS ETFs in the European market.
Lynn Mah, SVP Managing Director and Co-Chief Marketing Officer, AllianceBernstein: "We wanted a distinctive and impactful campaign idea to launch our new active UCITS ETF range. One that reflects AB's investment expertise, discipline and innovation. AML has brought this to life in a compelling and highly creative way."
First collaboration between AML and AB
The project represents AML's first assignment for AllianceBernstein and expands the agency's portfolio of financial services marketing work.
Ian Henderson, CEO, AML: "We love challenges like the one AllianceBernstein gave us: a simple idea for the complicated world of ETFs, capturing what makes AB different. We were able to blend our own strategic insights and creative artistry to develop a campaign that genuinely sets AB apart."
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