Nuveen “invests for the future” with new brand platform

American-headquartered asset manager Nuveen has launched a new purpose-driven brand campaign.

Built around the tagline ‘Invest Like the Future is Watching’, the brand platform aims to spotlight the firm’s 125-year history of adapting to the changing needs of investors.

Nuveen worked with global advertising agency Forsman & Bodenfors, part of the global marketing company Stagwell, on the creative platform.

It was built based on in-depth qualitative research which interviewed hundreds of institutional investors, advisors and consultants across the US, UK, Japan and Germany.

Tara Giuliano, Chief Marketing Officer, Nuveen said: “This campaign captures how Nuveen’s longstanding experience informs our accelerated evolution and perspective on the future. It is authentic to the core of our culture and our drive for excellence that’s rooted in optimism, confidence and a forward-thinking vision.

“Reimagining the iconic Nuveen ‘N’ as a window illustrates the firm’s attributes of transparency, access and foresight while reinforcing the vision of our new tagline ‘Invest like the future is watching.'”

She added: “In the last decade, we have established a truly unique platform of public and private investment capabilities across asset classes, partnered with clients to meet their investment objectives, and launched a global institutional client channel, all while maintaining competitive investment performance.

“We are now in an exceptional position to extend our global business as a leading asset manager with world-class investment capabilities, distribution and product expertise.”

Julien Bissuel, F&B’s Chief Solutions Officer/Managing Director North America, said: “In our collaborative research, it became apparent that ‘Invest like the future is watching’ struck the right chord with Nuveen’s global client base.

“It was truly a pleasure to partner with the Nuveen team to reimagine the way their storied brand will reach audiences in a new way as they rise to the opportunities and challenges of the years ahead.”

Nuveen, part of TIAA, has $1.3 trillion in assets under management and around 1300 institutional clients in 32 countries.