The award, which honors high standards in business-to-business communications and campaigns, recognized Vanguard for its “Are You Just Investing or Are You Vanguarding?” campaign, which featured a variety of investment products and advice to advisers and individuals in controlling their financial futures.
”The campaign detailed a unique but hard-to-convey message that differentiates us from the competition, which is that we're an at-cost, customer-owned company,” said Colin M. Kelton, principal-planning and development with Vanguard. “These are concepts that are tough to get across, and turning our name into a verb helped to communicate these ideas.”
Vanguard's campaign, launched in March, was aimed at both institutional and individual customers using print, digital display, website-driving techniques and paid search. The campaign was devised by the company's new agency, Kirshenbaum Bond Senecal & Partners here, which took over Vanguard's $50 million account in October 2009.
”Our board chose Vanguard for our 49th Communicator of the Year honor because of its uniquely integrated campaign, using not just print but all aspects of communications, which is so complex but so important today,” said Ned Clausen, BMA New York president.