BlackRock launches major iShares campaign

BlackRock has launched a major new campaign for its iShares exchange traded funds (ETFs), based around the idea of the democratisation of markets.

With the tagline ‘The Market Is Yours’, the hero film sees a collection of ordinary people entering the stock exchange, representing how ETFs unlock access to the markets.

Created by agency Mother, which also counts brands such as KFC in its roster, the campaign marks 25 years of the iShares brand, which was acquired by BlackRock as part of its acquisition of Barclays Global Investors in 2009. The brand now has $4.2 trillion in AUM globally.

Jessica Conrad, Managing Director and Americas CMO, said on LinkedIn: “Our new iShares campaign, The Market is Yours, is officially here.

“Marking 25 years of the iShares brand, this campaign demonstrates to investors at all levels that the market isn’t only open to them—it’s for them. It’s a statement of iShares’ continued commitment to expanding access to investment opportunity for all.

“So proud of the marketing teams and partners across the firm who made this launch possible.”

ETFs were namechecked in BlackRock CEO Larry Fink’s recent letter to investors, where he lauded how they had made investing accessible for millions more people.