Amid an unstable economic climate, asset manager OppenheimerFunds is unveiling a campaign this week that encourages people to invest in global markets. The effort, called "Invest in a Beautiful World," pushes the firm's long-term investment approach -- centering on global and emerging economies -- by injecting a hopeful outlook into the financial conversation.
"In a world that is so filled with negative news and the fear tactics," said Chief Marketing Officer Marty Willis, "we felt that optimism was a really stronger way for us to differentiate ourselves in the cluttered market."
The campaign breaks Sept. 1, a launch date the firm chose not to delay due to current events. Oppenheimer is instead using the global market trends as a talking point that supports the campaign's message. To some, now is perfect time to bet on the market.
"It's really about long-term investing and finding ideas that others often overlook," said Ms. Willis. "We see possibility where others often say they're negative on it."
The company's argument for keeping your hard-earned dollars in the uncertain global market: fickle investor behavior causes markets to fluctuate. Real value comes from staying the course over long periods of time.
That's precisely how many financial advisors are trying to persuade their wary clients, and OppenheimerFunds is hoping its new brand approach will help. Its ads speak to financial advisors as well as high-net-worth investors and institutional markets, such as pension funds, which are the focus of the firm's growth strategy beyond retail.
Investors "want to be inspired. They want to be motivated," said Stephen Tisdalle, head of brand marketing at OppenheimerFunds, who heard from clients during 12 weeks of testing that they want ads that "can give some information that I can then use with my end-investor that says 'This is where I'm putting your money.'"
Agency MRM//McCann, which won the project in a competitive agency review last year, aimed to bring those investments to life in a hopeful and engaging way. One ad, for example, depicts a wall of satellite dishes in a low-income housing unit with the message: "Invest in an interconnected world." It serves as an example of OppenheimerFunds' investments in technology, specifically satellite telecommunications, which help people connect throughout the world.