JWT NY Goes Beyond the Numbers with Campaign for T. Rowe Price Investment

T. Rowe Price today launched a new U.S. mass media advertising campaign, 'The Full Story', showcasing its strategic investing approach. The campaign is designed to dispel some of the inherent complexity in investing by demonstrating how the firm’s investment professionals conduct research, going beyond the numbers and into the field to identify and analyse investment opportunities for its mutual funds and other investment products. The advertisements illustrate for investors T. Rowe Price’s investing process, which is driven by rigorous research, independent thought, and prudent risk management.

Beginning today, the campaign is running nationally in digital and print properties, social media channels, and select local TV markets. T. Rowe Price plans to launch its national TV spots in September.

“The new campaign helps us convey the benefits of T. Rowe Price’s strategic investing approach, highlighting the strengths of our fundamental, kick-the-tires research process,” said Sylvia Toense, head of global brand marketing for T. Rowe Price. “Our research shows that many investors may not be familiar with the depth of our investment process, which presents us with an opportunity to shed some light on how we are uniquely positioned to deliver value to our clients and help them reach their financial goals.”

The campaign articulates T. Rowe Price’s approach through examples ranging from advancements in bio-technology to the impact of e-commerce on cardboard demand.

“There is an immense gap between what investors have currently saved and what they will need in retirement,” said Robert Higginbotham, head of global investment management services for T. Rowe Price. “High-quality active management can make a real difference to investors’ future financial lives. At T. Rowe Price, our strategic investing approach has enabled us to deliver strong performance over the long term to help investors bridge that savings gap.”

As part of the campaign, T. Rowe Price is also creating a series of videos to capture some of the stories its hundreds of investment professionals encounter when they explore opportunities and analyse the markets and the companies within them. The company plans to post additional videos to its website over the next few months.

T. Rowe Price worked with J. Walter Thompson New York to develop the campaign. “This campaign was created to help pull back the curtain and show that T. Rowe Price goes beyond the numbers and out into the field to examine investment opportunities,” said Carina Hueber, global business director for J. Walter Thompson New York. “Ultimately, showing this process helps convey the value of T. Rowe Price’s strategic investing approach, while helping investors feel more confident in their decisions.”