Columbia Threadneedle Investments
A more dynamic approach to digital advertising
Deliverables: Strategy / Digital Advertising
The Challenge
Columbia Threadneedle Investments had previously focused on print and event advertising but were finding that when it came to digital, these ideas were not always maximising the creative possibilities of the media. They came to us to bring dynamism and a digital-first approach to their advertising.
The Insight
Key takeaways were being lost in long copy and the imagery, which was impactful in print advertising, wasn’t always the right choice for digital. Columbia Threadneedle’s important brand message around consistency needed to be used in a more flexible way.
The Solution
We worked with Columbia Threadneedle to focus the message, pinpointing three key takeaways for each fund they wished to promote. High-impact key words were chosen against a backdrop of in-brand imagery and clean cut animation. This also worked as a template, so they could follow this structure for the many funds they promote throughout the year.
