For almost a century, Capital Group has been helping people achieve better financial futures through long-term investing. When they set out to speak directly to investors for the first time (moving beyond advisor-only communications) this transformation called for a renewed brand story and an emotionally resonant platform.
Results: Strengthened multichannel presence correlating with AUM growth from $1.9T to $2.8T.
Achieved 30% uplift in brand recognition by differentiating messages within “sea of sameness” advertising category.