A $1.7T-AUM AM Says Bet On Your Future
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Thursday, September 23, 2021

A $1.7T-AUM AM Says Bet On Your Future

The folks at a giant, publicly traded, East Coast-based asset manager are launching a new advertising campaign aimed at generating the confidence necessary to help individual investors (often with the help of FAs or plan sponsors) stabilize their finances and ready them for future investments.

Sylvia Toense
T. Rowe Price
Head of Global Brand Marketing
"The campaign, which launched this month, will run through 2021 and will continue in 2022," Sylvia Toense, head of global brand marketing at Baltimore, Maryland-based T. Rowe Price [profile], writes to MFWire. "We partnered with ad agency Doner to create a compelling campaign intended to highlight our strategic investing approach that has delivered a history of long-term investment performance and evoke a sense of confidence in investing."

"We believe we have an engaging message to share with our target audiences," Toense adds, "which include end-investors, advisors, plan sponsors and other institutional investors."

The Invest in Your Future campaign centers around the team's efforts to help clients invest by creating financial stability. The campaign is designed to generate confidence among investors and close the gap between what they have and what they need.

"The. .. campaign consists of thirty, fifteen, and six second videos, radio content, digital banner ads, and print," Toense continues. "Our media plan focuses on being where our audience spends their time, both on news and investments-related outlets, but also outlets geared towards entertainment or family-oriented and sports programming."

"In particular, the brand campaign will run across multiple platforms, including video streaming services, online outlets, radio, and sponsorships with select partners," she notes.

Toense writes, "We strive to create emotional connections with our audiences and bring the purposeful side of our business to life through the meaningful moments in life."

"This new brand campaign highlights the aspirations we all want in life and acknowledges that while we cannot 'buy' those aspirations, we have an opportunity to 'invest' in them with T Rowe Price," she concludes.

T. Rowe Price, founded in 1937, had $1.68 trillion in AUM at the end of August.

Editor's Note: A prior version of this story and its headline included out-of-date AUM data.

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