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Nuveen - Investing by Example by MullenLowe

Agency: MullenLowe
Date: Sep 2018
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For 120 years, Nuveen has helped build the essential services critical to cities large and small across the nation—providing clean water, more efficient electricity, quality schools, highways, and hospitals. That foundation of clear purpose and accountability is core to how the brand invests around the globe today, and Nuveen is proud to be investing in a world they are proud to leave behind.

Together, these principles are at the center of Nuveen’s belief that one investment can create a positive ripple effect that reaches far beyond the original stated goal. And this notion became a north star for the new campaign work done in partnership with MullenLowe. The campaign marks the next step in Nuveen’s broader brand journey begun earlier this year. The brand is bringing focus to delivering successful investment outcomes through innovative and client-centric ways that are more in keeping with today’s modern and increasingly digital lifestyle.

Central to the new brand campaign, Nuveen seeks to demonstrate the why of what they do and how this is not just relevant to investors today, but an expression of what they are looking to build and accomplish for themselves, their families and communities for generations to come. Coupling principles with deep specialist knowledge in fixed-income, alternatives and responsible investing, Nuveen’s new campaign demonstrates the message that Nuveen invests by example.

The campaign is being executed through a variety of media to both build awareness around Nuveen’s long heritage of investment leadership as well as shake up current perceptions of Nuveen, providing new generations of investors compelling reasons to consider the brand in this increasingly connected, modern global marketplace. Core to our campaign is the animated video, created in collaboration with animation shop, Psyop, that compels viewers to view Nuveen differently than they may have in the past.

The video is set to a reimagined treatment of the Carpenter’s classic, We’ve Only Just Begun, by the Grammy-nominated indie rock band, TV On The Radio. The spot brings the positive and transformative “ripple effect” of successful, responsible investing to life. Different treatments of this message have just begun to appear in large format displays in such public spaces as JFK, Penn Station, and in Chicago. The campaign will include print advertising in key financial press, cultural content with partnerships across digital, social and print platforms, advertising and custom content with such outlets as TED, Forbes, The Atlantic and Bloomberg.


Agency: MullenLowe

Brand: Nuveen

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