AllianceBernstein has launched a new European marketing initiative designed to showcase its active ETF offering and highlight the role of investment expertise in navigating markets.
Titled “The Art of Investing”, the campaign uses creativity and art as a metaphor for AB’s active investment approach, focusing on the skill, judgement and discipline involved in portfolio management.
The campaign supports AB’s UCITS Active ETF range across fixed income and equities, with creative designed around the idea that every investment approach is shaped by experience, insight and individual perspective.
Developed alongside AML Group, the campaign features six creative executions inspired by different artistic movements, including Street Art, Pop Art, Modern Conceptual and Post-Impressionism.
The imagery aims to reflect the individuality of AB’s investment philosophy while bringing its ETF proposition to life.
The video and social-led initiative is running across digital, social and out-of-home channels in selected European markets, supported by The Dubs Agency and Ptarmigan Media.
First unveiled at AB’s stand at Il Salone del Risparmio in Italy, the campaign has since expanded through activations including Milan tram branding, where the creative concepts are presented as a moving art gallery, alongside activity in Switzerland, Germany, Italy and the UK.
Lynn Mah, SVP Managing Director and Co-Chief Marketing Officer at AllianceBernstein, said the campaign was created to provide a consistent story across markets while allowing individual products to stand out.
“‘The Art of Investing’ gives us a unified narrative across markets while allowing each product to stand out in its own right,” she said.
AB said the campaign forms part of its wider efforts to build awareness of active ETFs and engage investors as demand for flexible investment solutions continues to grow.