T. Rowe Price Encourages You to Invest in Happiness in Campaign from Doner

T. Rowe Price has launched a new brand campaign in its first project from advertising agency Doner. The global investment management firm highlights how it helps clients invest by creating the financial stability to build the future they desire. The 30 spot, 'Memories', underscores how you’ll always remember your firsts: your first car, your first home, and so on. It then goes on to highlight that the happiness and memories that underscore those moments ultimately come to matter more. The video ends by driving home the message that you can’t buy happiness – but you can invest in it by preparing to build a better future.

This 30-second video will run alongside a digital campaign including online video, OLA, native ads, audio live reads, print, and site, with an expanded rollout in Q1 2022.

Invest In Your Future - Memories from Doner New Business on Vimeo.

David DeMuth CEO, Doner: “Helping T. Rowe Price connect with a younger, more digitally-driven audience allows Doner to tap into our strengths in data-driven creativity and production for all platforms,” said David DeMuth, CEO of Doner, “we’re excited about the potential of this approach and campaign and how it can help shape future investors.”

Sylvia Toense, Head of Global Brand, T. Rowe Price: “We strive to create emotional connections with our audiences and bring the purposeful side of our business to life through the meaningful moments in life.  This new brand campaign “Invest in Your Future” highlights the aspirations we all want in life; and acknowledges that while we cannot “buy” those aspirations, we have an opportunity to “invest” in them with T Rowe Price.  Doner understood the art of balancing the both the emotional benefit of confidence with the rational benefit of better outcomes for clients.  We are eager to reveal the work.”