Martin Currie asked us to come up with a strategic brand positioning which reflected the firm's focus and investment approach. We created an end line that supported this positioning and an advertising campaign that communicated their key strengths.
We developed the positioning of ‘Reading Change’ to reflect their strength in spotting change, assessing it and exploiting it. The visual treatment of the ads bought the line to life and created a distinctive brand look and feel.
The advertising raised awareness of the Martin Currie brand and increased assets under management in the funds featured. Martin Currie have been a client of Girardot for five years and we now work on their investment trusts.