Janus Henderson Investors is planning a B2C multi-channel assault in 2025 to establish the investment house as a market leader.
The fund management group has appointed McCann Central to support in the creation of a new brand platform with a brief to improve brand awareness and to make clear Janus Henderson’s areas of “differentiation.”
The company’s global head of brand, creative and digital, Alanna Nensel, said the company is looking to “further elevate” the brand and “enhance its connection to our clients.”
Janus Henderson said it has briefed the agency to establish the company as “the go-to partner and problem-solver for its clients.”
As such, it is planning a blend of creative marketing assets, including digital and static out of home (OOH), digital display, print advertising, social media content, and email marketing.
In October, David Master, the former chief marketing officer at Janus Henderson, explained that the wealth transition – with money passing from older to younger generations – is influencing how fund management groups position themselves.
“The industry has followed the money, and until now there has been a lot more money with older investors,” he told Forbes magazine.
The latest announcement comes as the fund group has been working to broaden its investment offering. In November, the group filed to launch collateralised loan exchange traded funds (ETFs) in Europe, according to a report by the Financial Times.
Flick Duncan, managing partner at McCann Central, said: “It’s a privilege to help bring their vision to life through a new brand platform that highlights what makes them genuinely distinctive.”