Franklin Templeton Investments
CHALLENGE
We needed to compete against established financial giants in the category and to grow awareness of Franklin Templeton Investments to both consumers and their brokers with a much smaller budget than the competition.
MEDIA SOLUTION
Our media review of Franklin Templeton’s campaign revealed that they were over-saturating the same target audience, which was wasting their budget. So we developed an integrated plan with lower CPMs to reach both investors and brokers more efficiently. We anchored the brand with a few cornerstone sports events that reached multiple targets layering in digital media for the first time in their history along with broadcast and cable TV within sports, news and family investment verticals.
Over the span of 14 years, our media strategy delivered brand prominence at a lower cost helping the brand reach national recognition and nearly quadrupling total assets under management.