Asset manager T. Rowe Price has launched a new global brand campaign looking to spotlight the value of expert investment professionals.
Titled ‘The Power of Curiosity’, the advertising platform focuses on how the smart questions posed by professionals open up the investment opportunities of tomorrow. It aims to showcase the over 85 years of culture and experience at T. Rowe Price reflect the firm’s independent thinking.
The ad campaign is complemented by a new look and feel for the brand, including a sleeker, more modern look for its bighorn sheep symbol.
Overall, ‘The Power of Curiosity’ aims to improve audiences’ awareness and consideration of the brand and differentiate it from other investment managers.
The campaign will initially launch in the US across TV, streaming, digital and online video. Messaging will also appear in social and print media.
The firm said other markets would follow in “the coming months”, with T. Rowe Price planning for the programme to be in market for the “foreseeable future”.
T. Rowe Price partnered with Digitas NY to develop the campaign and media agency Assembly on the activation plan.
Theresa McLaughlin, T. Rowe Price’s head of Global Marketing, said: “The constant swings of the financial markets can leave investors feeling unsettled.
“They are seeking insights and expertise from an investment management partner that can help them navigate risks and opportunities, instil confidence, and help them to thrive in an evolving, often volatile world.
“T. Rowe Price has been such a partner for decades, though typically we have been somewhat reserved in publicly highlighting the company’s many strengths. ‘The Power of Curiosity’ represents a pivotal moment for the firm by making a strategic investment in our brand and demonstrating the value we bring to our clients in a more front-footed, emphatic way.”
