Bringing the art and science of investing to Asia
25 October 2018
Merian Global Investors has launched a campaign to promote its new brand across the Asia Pacific region with help from our Hong Kong team.
The key goal of this specific campaign is 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.
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 new brand is named after the scientist, artist and adventurer Maria Sibylla Merian, who is known as the woman who made science beautiful. This cleverly reflects the firm’s culture as a business – being agile to adapt, reshape and re-invent in response to rapidly changing world, adopt unique strategy to identify investment potentials and gain confidence in risk management.