The Brief
Get retail advisors, institutional investors and retail investors who think of Franklin Templeton as old fashioned to take a fresh look at the firm by signalling radical change.
The Insight
Often these corporate reinvention briefs are like pulling teeth. Luckily for me, with strong advances in technology, and industry-leading DE&I credentials, Franklin Templeton had a genuinely exciting story to tell.
I spoke to Franklin Templeton employees, customers and industry experts. The problem I uncovered was that this image of a dynamic and progressive firm was being totally obscured by its past.
People felt like they already knew all there was to know about Franklin Templeton and the firm’s quiet and humble personality was never going to change that.
The Execution
The lead client challenged us to ‘shock the market’ because he believed it would require something seismic to get the industry’s attention and deliver the reappraisal needed.
Becoming clear about what Franklin Templeton stands for was central to this aim. Never settling for how things have been done in the past and always pushing forwards by asking, ‘could there be a better way?’ was distilled into the brand idea, ‘Hello Progress’.
Throughout creative development I fostered close collaboration between the M&C creative team and our colleagues at sister agency Re Design to ensure that the comms platform and design system sang together in harmony to deliver the new brand idea.
The AV asset couldn’t have been more direct. We literally blew up convention to signal the start of Franklin Templeton’s new era.
The Results
Across 14 markets and in 8 languages, we reinvigorated Franklin Templeton with bold statements, bright colours, a big explosion and a projection onto the tallest building on Earth.
