Turning a global tide: defending a market leading US Equities franchise.
In H1 2022, US Equities were seeing a growing trend in net outflows. With expertise in the asset class traceable to their founding,T. Rowe Price’s (TRP’s) sector eminence and scale required defensive action to stem potential disposals. In one of the most researched sectors in the industry, the challenge was to promote an engaging benefit in TRP’s distinctive approach to US Equities that could start a new conversation.
We developed a campaign that brought to life the depth of the relationships TRP have cultivated with corporate America over the years. Beyond the data that everyone can hold, human relationships enable greater access to and deeper understanding of the US firms that TRP invest in. The campaign has been activated throughout digital and print paid-for media in UK, Italy and Germany as well as throughout internally developed content and sales support campaigns.