AB wins Gramercy Institute Financial Content Marketing Award

The ‘On Active Duty’ campaign showcased AB’s launch into the exchange-traded funds (ETFs) market using a radiotelephony narrative that cuts through the noise of a highly crowded sector.

With supporting thought-provoking content and captivating visuals, the campaign communicates the core attributes of AB’s ETFs in an impactful manner, resulting in an approach that resonates profoundly with intermediaries. Since launch in September 2022 AB's ETF have amassed over $850m AUM.

Winning the award for the ‘Best ETF Content Targeting Intermediaries,’ Kate Shaw, CEO of Living Group, commented "We are immensely proud of this achievement. The 'On Active Duty' campaign was a remarkable opportunity to push boundaries and deliver AB’s ETF message in a fresh and engaging way."

This awards bolsters Living Group and AB’s reputation as respective industry leaders, setting an example for innovative financial content marketing that captures hearts and minds. We'll receive our trophy at an event in New York on September 2023.

Find out more about our award-winning work for AB and congratulations to all this year’s winners. We are looking forward to receiving our award at the Gramercy Financial Marketers’ Forum in New York on September 2023.

Want a campaign with cut-through?

If you want your financial product to communicate through the noise, please contact Duncan Shaw in New York, Greg Hobden in London or Gigi Yung in Hong Kong.