J.P. Morgan Asset Management UK -
As the world’s largest public company, brand awareness isn’t a problem for J.P. Morgan. However, perceptions of investment banking and financial elitism don’t necessarily chime with a personal finance audience. J.P. Morgan Asset Management turned to Hypernaked for an holistic communications solution for their direct to consumer proposition. Hypernaked’s brand strategy identified the need for J.P.Morgan Asset Management to focus upon customer expertise, in addition to financial expertise; so building upon their brand heritage, whilst acknowledging customer needs.‘Whatever you invest’ became our core creative idea, and the customer-facing proposition governed by our brand vision. It’s an idea that demonstrates a greater degree of empathy with the high street customer, through an understanding of people’s aspirations and the sacrifices people make in order to achieve their goals. Our first campaign was for ISA. Having developed the comms strategy, Hypernaked delivered a through the line suite of assets from Outdoor to Press, Online and DM. Hypernaked’s approach has clearly differentiated J.P. Morgan Asset Management from the competition.