Vanguard: V For Value – How we built 'The Nike of Investing'

Ed Good, Christian Barnes

Vanguard, a US investment advisor, built its brand in the UK by focusing on its V-sign logo.

Campaign details

Brand: VanguardBrand owner: The Vanguard GroupEntrant company: AML Group - United KingdomIdea creation: AML Group LondonMarket: EuropeSector: Financial servicesMedia channels: Online video, Print - general, Unspecified, Online display, Outdoor, Out-of-home, Radio & audio, Social media

Executive summary

Having established a UK business targeting intermediary channels in 2009, in 2019 Vanguard ran a competitive pitch process before choosing AML to create a direct, end-investor UK advertising campaign. Although massive in the US, Vanguard was largely unknown in Europe; research told us that low awareness often correlates...

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