Best Financial Services Rich Media Online Ad

The iShares audience is the Financial Professional, the Institutional Investor, along with the High Net Worth Individuals across the United States.

The iShares brand evolution is based on the belief that all is not well in the investing world; financial advisors and their clients feel anxious and distrustful of the industry at large. The goal of the iShares “A Better World” campaign is to distinguish iShares as the investment industry entity that empowers the financial advisor to defy the conventions that have created this condition, and motivate investors to educate themselves and engage with their advisors.

Although there exists a level of distrust within the investment world, Ogilvy learned that a large percentage of investors that work with an advisory, trust this individual more than their family doctor. We needed to capitalize on this positive perception while still challenging the industry apathy and distrust.

Our solution was a rallying cry for financial professionals to take the high road – to see truth, demand financial clarity, act responsibility and see the value of good financial advice. By drawing a line in the sand, stating our beliefs, making promises on our behavior and encourage others to join us, we can start to build A Better Investment World.

The 4-Pillars rich media expand banner is an educational piece, which defines the 4 pillars of the A Better World campaign: Truth, Clarity, Responsibility and Good Advice. The goal of this communication is to further outline why iShares is the torchbearer for the investment industry.

Contributors:

Account Director:	Rachel Rapaport
Account Supervisor:	Liza Wood
Creative Director:	David Shearer
Associate Creative Director:	Angel Evan
Art Director:	Harvey Lee & Jeff Fang
Copywriter:	Mike Kerr & David Shearer
Production:	Scott Johnson
Producer:	Carol Segalla

OGILVYONE

Location: USA