Investment Firm AllianceBernstein Launches Rebranding Campaign

Firm Rebrands as AB, Debuts 'Ahead of Tomorrow' Campaign

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Print ads from 'Ahead of Tomorrow' campaign
Print ads from 'Ahead of Tomorrow' campaign

AllianceBernstein, an investment firm that manages $474 billion in assets, today rebrands as AB and launches a global ad campaign.

The new identity and rebranding campaign, "Ahead of Tomorrow," were created by brand agency MBLM, New York. The campaign includes print and online ads, a redesigned website and marketing collateral. The budget was undisclosed.

"The objectives were twofold -- we needed greater internal unity in the firm, and externally, we needed to make sure we could deliver our brand message with much greater clarity than in the past," said Bill Hays, global brand director at AB.

AB serves all types of investors, from private wealth management individuals to pension fund administrators to institutional investors. Over the past five to six years, AB has broadened its portfolio of investment offerings to include new asset classes and services, such as multi-manager target-date funds and a mid-market private credit investing platform.

"Nowadays, investors are embracing a much more diverse range of investment types -- such as alternatives and different ways in which equities can be used. This is not only to generate returns, but to manage risk," Mr. Hays said.

"Our brand promise, 'Ahead of Tomorrow,' represents our forward-looking focus for our clients and puts them ahead of anything that could potentially happen, and shows ways in which their portfolios and investments could evolve," he said.

The campaign features ads with images of athletes and the headline "Made Ready," customized for different types of investment products.

For example, a print ad showing road bikers in a race has copy reading "Fixed Income: Made Ready for the Road Ahead." An ad with a rock climber scaling a cliff has copy reading "Equities: Made Ready for the Next Move."

"[The campaign] is about connecting with people and connecting with performance," said Rina Plapler, partner at MBLM. "The ads use metaphors of athletes and people in a state of readiness. It's about building confidence and assurance in a volatile market."

Mr. Hays said the athleticism in the ads symbolizes what AB can do for its clients -- "coming from a place of discipline, preparedness and focus. Those attributes make investors comfortable."

Print ads will run in business and financial publications including Barron's, Investment News and Pensions and Investments. Online ads will run on financial sites including CNBC, Investment News and Morningstar. AB will continue to roll out new ads throughout the year. In addition, the AB website has been relaunched as, with enhanced functionality and responsive design for mobile access.

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