The Web Marketing Association is proud to present this 2009 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Financial Services Online Campaign
The iShares audience is the Financial Professional, the Institutional Investor, along with the High Net Worth Individuals across the United States.
The iShares brand evolution is based on the belief that all is not well in the investing world; financial advisors and their clients feel anxious and distrustful of the industry at large. The goal of the iShares “A Better World” campaign is to distinguish iShares as the investment industry entity that empowers the financial advisor to defy the conventions that have created this condition, and motivate investors to educate themselves and engage with their advisors.
Although there exists a level of distrust within the investment world, Ogilvy learned that a large percentage of investors that work with an advisor, trust this individual more than their family doctor. We needed to capitalize on this positive perception while still challenging the apathy and distrust of the industry.
Our solution was a rallying cry for all financial professionals to take the high road – to see truth, demand financial clarity, act responsibility and see the value of good financial advice. By drawing a line in the sand, stating our beliefs, making promises on our behavior and encourage others to join us, we can start to build A Better Investment World.
Contributors:
| Account Director: | Rachel Rapaport |
| Account Supervisor: | Liza Wood |
| Creative Director: | David Shearer |
| Associate Creative Director: | Angel Evan |
| Art Director: | Jeff Fang & Harvey Lee |
| Copywriter: | Mike Kerr & David Shearer |
| Production: | Scott Johnson |
| Producer: | Carol Segalla |
OGILVYONE
Location: USA