Ameriprise Financial - dreams don’t retire

A campaign (2007) for Ameriprise financial services. Objectives: build awareness and appeal, grow assets under management, retain advisors.

Ameriprise Financial

BUSINESS SITUATION AND CAMPAIGN OBJECTIVES

Move a Newcomer in a Crowded Category Up-Market

The financial services industry is currently in the midst of a battle for the hearts, minds, and 401 (k)s of the 78 million Baby Boomers now reaching retirement age. In the near future, Boomers will be in control of $2 trillion in IRA assets alone, and companies like Fidelity, Merrill Lynch, and Wachovia are salivating in anticipation. Not surprisingly, competitors are spending over $700 million a year trying to capture the skeptical Baby Boomer market.

Only a year after its spin-off from American Express, Ameriprise...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands