BtoB's Best Marketers: Marty Willis, OppenheimerFunds Inc.

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It's been a busy year for OppenheimerFunds and its CMO, Marty Willis. A financial services pioneer in the use of mobile and video marketing as well as thought leadership content, the asset management company recently debuted a campaign via Havas Worldwide, New York—“Growth. Income. Protection”—focusing on fresh ways for financial advisers to think about and solve the challenges presented by a changing market and social environment. The campaign addresses those advisers' high-net-worth clients. It succeeds OppenheimerFunds' award-winning “Globalize Your Thinking” effort, also from Havas Worldwide, which promoted a macro approach to investing. And it coincides with the launch of a new brand for the company's institutional investing business, called OFI Global Asset Management. “We've modernized our existing retail distribution process, modernized the logo and tied everything into our brand essence of unconventional investments,” Willis said. In a way, the new “Growth. Income. Protection” theme is a means of getting back to basics without shedding the unconventional, international approach, she said. “The concepts of growth, income and protection have been investor needs for hundreds of years, but what has changed is how to execute against that,” Willis said. “We now have access to products that we didn't have access to before in the traditional institutional space. And in addition, financial advisers need to be able to change the solutions they offer to customers.” The company's adviser-oriented website has been relaunched and personalized so advisers can monitor the funds they've sold. Videos, white papers and infographics provide advice on how to construct investment portfolios, and the site also features a social forum where advisers can share ideas. “Financial advisers need to change how they communicate with their clients,” Willis said. “Investors don't need to know all the details of their portfolio, but they do need to know which dollars are earmarked for growth, income and protection. And everything ties into our brand essence, which focuses on unconventional investments.”
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