FTW… AB ETF's launch campaign wins two Communicator Awards

The ‘On Active Duty’ campaign, which focused on the benefits and unique features of AB ETF's products communicated through the radiotelephony alphabet, was recognised for its merit in both B2B digital advertising and creativity, picking up two 'Awards of Excellence' – the highest accolade that can be achieved.

The Communicator Awards are one of the most prestigious awards in the marketing and communications industry, recognising outstanding work in advertising, corporate communications, public relations, and more. AB ETF's launch campaign was chosen as a winner of ‘Excellence’ awards in both the Display Advertising and Visual Appeal categories, beating thousands of other entries from around the world.

"We are thrilled to be recognised by the Communicator Awards for our launch campaign," said Noel Archard, Global Head of ETFs and Portfolio Solutions at AB. "This campaign was a true team effort, and it's an honour to see our hard work and dedication pay off. We're proud to offer innovative ETF products that help investors achieve their financial goals, and this award is a testament to the quality of our offerings and our commitment to excellence."

The AB ETF launch campaign included a variety of marketing tactics, including a full suite of digital, social and print advertisements, the campaign landing page, assets for an animated video, paid search copywriting, and a campaign playbook for use by the AB ETF and marketing teams.

"We're incredibly proud of our work on this campaign," said Kate Shaw, CEO at Living Group. "Our team worked tirelessly to develop a strategy that would resonate with intermediaries and investors and showcase the unique features of AB’s ETF products. Winning two Communicator Awards is a testament to our team's creativity and the quality of our work."

AB ETF's launch campaign has been widely praised for its effectiveness, attracting over $500m assets under management since launch. With these two Communicator Awards, AB has cemented its position as one of the leaders in the ETF space and a top provider of innovative investment solutions.

Want an effective and award-winning campaign?
If your brand or product launch needs to be heard above the noise, please contact Duncan Shaw in New York, Greg Hobden in London or Gigi Yung in Hong Kong.