To demonstrate the new AB brand and promote key offerings, MBLM was tasked to create a differentiated and compelling B2B multimedia campaign. We worked to identify priority areas of focus and to develop a series of key ads across print, digital, mobile, and video. The campaign’s purpose was to connect with clients, prospects, and the marketplace, letting them know that AB’s actionable insights, global presence, and expertise enable the firm to navigate the complex and volatile investment landscape.
MBLM designed a distinctive campaign communication style centered on the idea of “Made Ready.” This delivered a confident and bold tone about AB’s ability to deliver and was highlighted by sports performance-oriented look and feel that symbolize the training, precision, focus and discipline.
The “Made Ready” campaign was also referenced in the firm’s new corporate video as well as in printed collateral that reinforces this new direction.
The campaign’s reach includes the Americas, Europe, and Asia and highlights AB’s focus on building a global brand.
The campaign launched in January 2015.