Bringing the art and science of investing to Asia

The challenge

Merian Global Investors approached Living to launch a campaign to promote its new brand across the Asia Pacific region. The key goal of this specific campaign was to bring investors’ attention to the change in name from Old Mutual Global Investors to Merian and to reassure them that the firm's talent and capabilities remain unchanged.

The solution

Working with Merian’s vibrant relaunch campaign concept, which uses a butterfly emerging from a cocoon to symbolise a new beginning and using the firm's distinctive Geomag™ visual language, our on-the-ground specialists developed and localised the creative for the nuances of the Asia Pacific region.

We then activated the campaign across a variety of strategic and high-profile channels, including printed and interactive digital advertising and out of home media, including Hong Kong’s high profile and famous trams.

The result

Merian's vibrant new brand has successfully launched across the Asia Pacific region, helping to raise awareness of the change in name with their current and prospective investors. Our team in Hong Kong are working with the client to monitor and measure the effectiveness of the campaign.