Best Financial Services Online Campaign

Columbia Management is one of the nation’s leading asset managers. However, a history of mergers
and acquisitions had clouded its story. Within the firm, and in the marketplace, there was no clear
picture of who Columbia Management was or what it stood for. Columbia Management enlisted
Sullivan to create an advertising campaign aimed at driving brand awareness and consideration while
simultaneously promoting its high performing mutual fund products.

Sullivan developed a compelling creative platform that captures Columbia Management’s true point of
difference—a way of working defined by rigorous research, discipline and an eagerness to question
established thinking—especially their own. As part of the surround-sound campaign, Columbia Management launched a series of standard online advertisements targeting financial advisors and financial intermediaries.

The online advertisements showcased three distinct investment themes: income-oriented equity, short-term credit and scarce growth opportunities, each linking a top performing fund with some aspect of how Columbia Management works.

Contributors:

Head of Intermediary Sales, Marketing and Product, Columbia Management :	Christopher C. Thompson

SULLIVAN

Location: United States