Ameriprise Financial: Future Campaign

Ameriprise Financial, the US financial planning company, was suffering from low awareness and a lack of trust following the 2008/9 financial crisis.

Ameriprise Financial: Future Campaign

Business situation & Campaign objectives

The Great Recession in 2008 was the start of a perfect storm of marketing mayhem for financial services firms in general, and Ameriprise was no different. What had for a lifetime seemed like safe investment strategies disappeared in a drop of the Dow.

Trust in financial services firms withered. People felt misused, deceived. They were, accordingly, distrustful—even angry.

Ameriprise Financial, despite being America's #1 financial planning company (based on the number of financial plans executed) had additional obstacles to overcome. The firm was generally unknown, with people unaware of its size,...

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