European Marketing Campaign of the Year

Winner –JP Morgan Asset Management

The judges awarded Marketing Campaign of the Year to JP Morgan Asset Management (JPMAM) for the comprehensive campaign that accompanied the launch of its JPM Climate Change Solutions Fund.

The thematic sustainable fund invests in companies developing products to address climate change.

The aim of JPMAM’s marketing campaign was to cut through the crowded and noisy marketplace for thematic and sustainable funds and to introduce the fund as both a standalone fund and part of a broader sustainable investing campaign.

JPMAM’s marketing team worked with agency partners to develop a “strong and flexible” visual identity that could be adapted for use across media and an advertising strategy that went beyond the usual channels, including the firm’s first use of podcasts.

The campaign’s ads have been viewed several millions of times and generated thousands of lower funnel engagements, in turn generating a high number of marketing leads and successful conversions.

Shortlisted

iShares by BlackRock – The campaign concerned the challenge of promoting a market leader. As iShares’ entry stated, the challenge is to ensure that choosing iShares is “not a ‘passive’ choice but an active brand choice” chosen for both rational and emotional reasons. The effectiveness of the “expect more with iShares” campaign has been proven via the increase in both brand health metrics and market share.

IQ-EQ – The fund administrator’s campaign centred on its Launchpad initiative, a service designed to support women launching their first fund. The campaign focused on visual identity, press releases, client win announcements, social media marketing and industry insight. Twelve clients have been onboarded, with ten signed up within the first six months of launch.