Ameriprise Financial Debuts New Brand Platform Encouraging Consumers to “Be Brilliant” – Achieve Financial Confidence i...
September 21 2015 - 07:00AM
Business Wire
Ameriprise Financial (NYSE: AMP) today unveiled “Be Brilliant℠,”
its new brand platform that shines the spotlight on the long-term
benefits investors can gain by working with Ameriprise advisors.
The accompanying national advertising campaign illustrates how
personal, comprehensive financial planning can help investors
achieve moments of “brilliance” in their everyday lives and in
retirement.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20150921005462/en/
Ameriprise Be Brilliant. (Photo: Business
Wire)
“Be Brilliant” is anchored by two initial TV spots titled
“Passions” and “Inspired.” “Passions” introduces four individuals
who have achieved the financial freedom to pursue their interests
through hard work and thoughtful planning. As the scenes unfold,
each person’s job title is replaced by one that captures his or her
current passions and pursuits—for example, an “accountant” becomes
a “volunteer” and an “architect” becomes a “boat builder.” Building
on this theme, “Inspired” presents people living life to the
fullest because of their relationship with an advisor. For example,
a grandfather sits by a campfire with his grandson followed by the
statement, “Be There.” Both spots close with the statement, “When
you have the right financial advisor, life can be brilliant,”
reinforcing the power of a personal relationship with a trusted
Ameriprise advisor.
Featuring the song “Day to Feel Alive” by Dutch artist Jake
Reese, music plays an integral role in both ads. The lyrics and
melody complement the ads by evoking the emotions clients feel when
they are in control of their lives and making the most of each
day.
“At the heart of ‘Be Brilliant’ is how our advisors help their
clients write their own success stories through comprehensive
financial planning,” said Marie O’Neill, Senior Vice President of
Marketing at Ameriprise Financial. “The personal relationships our
advisors have with their clients extend well beyond their financial
portfolios. Our advisors help clients feel confident about their
finances and empower them to be exceptional in their daily lives
and in retirement. These ads capture that spirit and illustrate our
passion for preparing clients for all of life’s possibilities and
what can be achieved by working with an Ameriprise advisor.”
The ads debut this morning on CNBC’s “Squawk on the Street” and
on FoxBusiness News. They will later air during network evening
news programs starting with “Dancing with the Stars” on ABC. The
ads will also run during national programming, including NFL games
and primetime shows on ABC and CBS such as the season premieres of
“Quantico,” and “Hawaii Five-O,” along with “NCIS.” The spots will
be seen during Sunday morning and evening news segments as well as
a variety of cable news and lifestyle programming on CNN, The
Discovery Channel and The Food Network.
In addition to the broadcast advertising, a robust digital
campaign will feature digital display, paid search and social media
creative. Ameriprise advisors will also engage clients and
prospects with the new brand platform. Template ads have been
created for advisors to use in their local markets, along with
customizable “Be Brilliant” content available for their
websites.
“Ameriprise advisors speak passionately about helping their
clients achieve their financial goals whether it’s buying a home,
funding their children’s education or pursuing their passions in
retirement,” said Mel Smart, Executive Vice President, General
Manager, McCann Detroit. “We wanted to put clients and advisors at
the center of the ads to tell these stories in a simple, yet
powerful way.”
Ameriprise is embracing “Be Brilliant” as inspiration for its
entire nationwide network of 10,000 financial advisors and
thousands of employees. Backed by a strong brand, they are helping
clients reach their goals through comprehensive planning, delivered
through the firm’s exclusive Confident Retirement® approach. The
Confident Retirement approach helps investors build a plan to cover
essential expenses; prepare for the unexpected; live out their
current lifestyle and create their legacy.
O’Neill added, “‘Be Brilliant’ is our call to action,
encouraging and inspiring consumers of all ages to reach out to an
Ameriprise advisor to get the advice they need to make the most of
their finances and be their best selves.”
The creative materials can be viewed at
www.ameriprise.com/bebrilliant, #BeBrilliant and the Ameriprise
YouTube channel.
McCann of Detroit, the agency of record for Ameriprise,
developed the creative deliverables for the new campaign.
Initiative remains Ameriprise’s media buying agency.
About Ameriprise Financial
At Ameriprise Financial, we have been helping people feel
confident about their financial future for more than 120 years.
With extensive asset management, advisory and insurance
capabilities and a nationwide network of approximately 10,000
financial advisors, we have the strength and expertise to serve the
full range of individual and institutional investors' financial
needs. For more information, or to find an Ameriprise financial
advisor, visit ameriprise.com.
Investment advisory products and services are made available
through Ameriprise Financial Services, Inc., a registered
investment adviser.
Ameriprise Financial Services, Inc. Member FINRA and SIPC.© 2015
Ameriprise Financial, Inc. All rights reserved.
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version on businesswire.com: http://www.businesswire.com/news/home/20150921005462/en/
Ameriprise Financial, Inc.Chris Reese, 612-678-5410Media
RelationsChris.l.Reese@ampf.com
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