T. Rowe Price Spotlights ‘The Power of Curiosity’
T. Rowe Price Group, Inc. announced that it has launched a new global branding program today to highlight its renowned capabilities as one of the world's premier asset management firms. Called "The Power of Curiosity," the program conveys how active questioning conducted by investment professionals drives more informed insights that can better enhance the investment process. At the same time, the program underscores how these insights, supported by more than 85 years of investment culture and experience at T. Rowe Price, reflects the independent thinking that characterises the firm's investment professionals while demonstrating how the investment approach can benefit investors.
This new brand positioning will begin to appear first in the United States through a mix of national and local television commercials, streaming services, digital, and online video advertisements. Messages will also roll out across social media, print media, partnership channels, and in global markets over the coming months. Through "The Power of Curiosity" creative platform, T. Rowe Price is investing in a bold campaign it hopes will improve audiences' awareness and consideration of its investment capabilities and help them differentiate T. Rowe Price from other investment managers. The company anticipates this program to be in market for the foreseeable future.
"The constant swings of the financial markets can leave investors feeling unsettled," said Theresa McLaughlin, T. Rowe Price's head of global marketing, who led the work associated with the campaign. "They are seeking insights and expertise from an investment management partner that can help them navigate risks and opportunities, instil confidence, and help them to thrive in an evolving, often volatile world. T. Rowe Price has been such a partner for decades, though typically we have been somewhat reserved in publicly highlighting the company's many strengths. 'The Power of Curiosity' represents a pivotal moment for the firm by making a strategic investment in our brand and demonstrating the value we bring to our clients in a more front-footed, emphatic way," she added.
The advertising element of the refreshed branding program complements the recent launch of a redesigned enterprise website supporting the campaign and industry events where the program's new look and feel has been on display. T. Rowe Price has also introduced a sleeker, more modern look for its longtime bighorn sheep symbol, affectionately known within the firm as Trusty. Known for its sure-footed agility and sharp vision, the bighorn sheep's ability to navigate challenging terrain with purpose and independence is an apt reflection of T. Rowe Price's mission and positioning.
"'The Power of Curiosity' highlights the dynamic perspectives and deep insights our investment professionals bring to their work every day on behalf of our clients," Theresa said. "And I'm so proud of our advertising and marketing teams for their own curiosity and breakthrough creativity in bringing this campaign to life. The TV spots are highly entertaining and cinematic, and they help tell our story in a differentiated way."
T. Rowe Price partnered with Digitas NY to develop the campaign and Assembly to develop the activation plan.
"Driven by insights into our investor and advisor target audiences, Assembly guided T. Rowe Price through a transformative journey, pivoting from traditional media comfort zones to a modern, digital-first landscape,” said Rachel Bien, SVP, omnichannel media architecture, Assembly of the media strategy. She added, “centering on our audiences' needs and behaviours, this shift enables more intentional data usage to reach the right audiences across deliberate, impactful formats and channels. Ultimately, every strategic decision made ensures the brand's presence resonates through every step of our audience's investment journey, delivering the right message and experience."
The director for the commercial video shoots was the famed, multi-award winning Antoine Bardou-Jacquet of Partizan, who has directed commercials for many top-tier international brands. Special effects work for the commercials was handled by Mathematic, a creative visual effects, animation, and motion design studio.
