'Made ready for the future text' beside athlete in start position hero

Global Advertising Campaign

Made ready

  • Key initiative as part of AB’s focus to build a global brand
  • Campaign reached 1.4 MM unique viewers and served 5.8 MM total impressions
  • Included print, digital and mobile across Americas, Europe and Asia
  • “Ahead of Tomorrow” ranked 2nd most memorable message among FundFire readers ranking leading asset managers
AB (AllianceBernstein)
stack of 'Made ready' and 'Ready for tomorrow today' booklets
AB Investment News book
AB Top articles and Top News on Seeking Alpha website
AB 'made ready' and another article on two mobile phone screens on Barron's website

To demonstrate the new AB brand and promote key offerings, MBLM was tasked to create a differentiated and compelling B2B multimedia campaign, both launching the new brand as well as promoting key retail products. We worked to identify priority areas of focus and to develop a series of ads across print, digital, mobile, and video.

MBLM designed a distinctive campaign centered on the idea of “Made Ready.” This delivered a confident and bold tone about AB’s ability to deliver and was highlighted by a sports performance-oriented look and feel that symbolized 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 reinforced this new direction.

The campaign’s reach included the Americas, Europe, and Asia and highlights AB’s focus on building a global brand.

The campaign launched in January 2015.

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