Outstanding Integrated Ad Campaign

During the 2009 economic crisis investors’ portfolios took a huge hit, resulting in confusion and a loss of confidence in the marketplace. Investors wanted to know what to do to regain some of their losses and looked to Financial Advisors for advice. Financial Advisors were looking for clear and powerful stories to provide direction and build confidence with their customers.

That’s where J.P. Morgan came in. J.P. Morgan maintained their leadership position during this crisis of confidence and was known for their strength and intellectual capital. The problem was that awareness of J.P. Morgan’s mutual fund offerings was extremely low – even among Financial Advisors.

Our awareness building solution was an integrated campaign idea called “We Believe”, and a plan to reach the small world of 300,000 Financial Advisors with precision-targeted digital creative supplemented with print ads in trade publications.

The campaign idea centered on J.P. Morgan Funds’ thought leadership and approach to investing. We offered expert insight on the market and information about 4 funds which highlight J.P. Morgan’s fund management experience.

In the first two months, traffic to jpmorganfunds.com rose 25% vs. year ago and organic search of J.P. Morgan Funds doubled vs. year ago, indicating the campaign’s effectiveness in driving awareness of J.P. Morgan Funds. We’ll launch phase two this Spring.

Contributors:

Account Executive:	Kate Gunning
Account Managing Director:	Julie Wood
Creative Director:	Ethan David Kent
Associate Creative Director:	Lane Mitchell
Senior Digital Producer:	Michele Melson
Senior Analyst :	Tiffany Taalman
Managing Partner:	Mark Wills
Senior Print Producer:	Melissa Siegel
CEO - mcgarrybowen / continuity:	John McGarry III
Group Planning Director:	Shambhavi Dasgupta

MCGARRYBOWEN

Location: USA