J.P. Morgan Asset Management

J.P. Morgan Asset Management came to us wanting to promote their range of income funds with an advertising campaign.

Our research suggested that there was little awareness amongst the target audience, Financial Advisers, about J.P. Morgan's income capabilities. With the hold that established go-to brands had in the income space, a 'firework display' of ads would not be enough. Changing perceptions about J.P. Morgan's income capabilities was a strategic positioning issue and our job was to bridge an important ‘knowledge gap’.

Our solution was ‘act like income leaders’ with help not hype, leveraging J.P. Morgan’s vast educational and insight capabilities. The 'Income Intelligence' concept was born, which would become a vital online resource for advisers to help with their client’s income needs. We designed and developed everything around an innovative website, implemented the content strategy, and created an integrated campaign to raise awareness and drive traffic.