In 2009 multitrillion-dollar asset management giant Vanguard made a strategic decision to enter the UK investment market and establish its European hub in London. It was the start of the global financial crisis. Vanguard invited SERIOUS to position and launch what was a relatively unknown brand, targeting high-net-worth financial advisers and institutional investors.
Ever mindful of our highly intelligent, critical and ambitious audiences, our task was to reflect the US heritage that had made it one of the world’s largest asset management companies, and communicate its principled approach to investing.
Working with stakeholders in the UK, US and Europe, SERIOUS developed a European brand positioning – The Vanguard Way – and created a pan-European
communications strategy together with all creative outputs: from advertising campaigns in print and digital media, to image strategies to internal communications and staff engagement programmes.
Today Vanguard is chosen by millions of people throughout the world as a vehicle for their investments. Trusted for providing exceptional value, being straightforward, transparent, plain-talking and totally consistent in its approach, it’s kind of exciting that a company looking after your money likes to be boring.
Straightforward. It’s the Vanguard Way