Introducing an iconic firm to new markets
Global investment management firm Cohen & Steers is a highly successful and established real-asset leader in the United States. Seeking to increase awareness of its business in the UK, Netherlands, and Switzerland, the firm selected MBLM to develop a new integrated marketing campaign to help promote its brand in these European markets.
After developing a range of compelling concepts, the client team selected a direction that invited new audiences to learn more by emphasizing the firm’s unique perspectives and the unmatched value of its experience in real assets. Leveraging the Brand Intimacy archetype of enhancement (becoming better through use of the brand—smarter, more capable, and more connected), this direction capitalized on regional imagery to pay tribute to the landscapes, architecture, industries, and natural resources of targeted European cities. The ads highlighted the tangibility of the assets themselves, helped establish a proprietary and distinct look, and gave an inspiring new voice to the brand. Graphics of charts and graphs were superimposed over the imagery to illustrate how the firm’s point of view makes it exceptionally well equipped to identify investment value in real assets and allows it to see opportunity, potential, and returns where others cannot.
MBLM created multiple executions for this concept across print, digital, mobile, and environmental channels including digital ads, mobile ads, a landing page, emails, and trade show displays. The campaign gave Cohen & Steers a new way to express the advantages of its unmatched expertise and served as a bold introduction to the European markets.