Russell Investments

Challenge

Russell Investments, a pioneer of the multi-manager open platform model and a respected voice in the retirement space, sought to raise awareness of its newly launched ETF platform. The goal was to enhance brand recognition among consumer investors.

To achieve this, Russell Investments needed a bold and distinctive advertising campaign – one that would stand out in the highly competitive ETF market. The campaign had to effectively communicate the firm’s multi-manager expertise, high-quality investment approach, global reach with local insight, and unwavering commitment to delivering positive investor outcomes.

Solution

A series of qualitative one-on-one interviews with internal stakeholders at Russell Investments and our research team provided the foundation for a strategic campaign. These insights informed the development of messaging and creative that were sharply focused on investor goals and seamlessly aligned with the firm’s new brand promise: “Invest without boundaries.”

The ‘Imagine’ campaign was brought to life through aspirational messaging that spoke directly to consumers – challenging them to imagine what their retirement could look like with Russell Investments’ ETFs.

To visually support this message, quirky and eye-catching photography was developed, portraying investors in their envisioned future lives. These visuals deliberately avoided the clichés typical of the financial industry, offering a fresh and engaging perspective.

Animated advertisements were produced for strategic media placements, complemented by bold graphics for the platform’s launch event – where the Russell Investments team marked the occasion by ringing the closing bell at the Nasdaq.

Result

The ‘Imagine’ campaign successfully elevated Russell Investments’ brand visibility in the competitive ETF market. By combining aspirational messaging with unconventional, future-focused visuals, the campaign resonated with consumer investors and reinforced the firm’s brand promise: “Invest without boundaries.”

Strategic advertising and a high-profile launch event at Nasdaq amplified reach and impact. The campaign positioned Russell Investments as a forward-thinking leader in retirement investing, sparking consumer interest and engagement with its ETF platform.