AML, AB launch the Art of Investing

Creative agency AML and investment firm AllianceBernstein (AB) have launched a new European marketing campaign to promote the firm’s European range of Active UCITs and ETFs.

Artistic collaboration

The ‘Art of Investing’ campaign is the first collaboration between AML and AB.

Inspired by the idea that AB’s approach is as individual as its investors, the campaign draws on Picasso’s belief to “learn the rules like a pro, so you can break them like an artist,” highlighting AB’s ability to combine expertise with instinct to reimagine Active (Undertakings for Collective Investment in Transferable Securities) and ETFs (Exchange-Traded Funds).

Featuring portrait imagery rendered in styles such as street art, pop art, modern conceptual and post-impressionism, the campaign brings this idea to life visually.

It demonstrates how AB’s integrated investment process blends human intelligence with proprietary data and technology, to actively manage its five newly-launched Active UCITS ETFs in Europe, bringing together insight, adaptability and execution at the heart of investing.

The creative will run in both static and animated formats on digital and social channels across Italy, Germany, the UK and Switzerland.

Lynn Mah, AllianceBernstein’s SVP Managing Director, Co-Chief Marketing Officer, said: “We wanted a distinctive and impactful campaign idea to launch our new active UCITS ETF range.

“One that reflects AB’s investment expertise, discipline and innovation. AML has brought this to life in a compelling and highly creative way.”

Ian Henderson, CEO at AML, said: “We love challenges like the one AllianceBernstein gave us: a simple idea for the complicated world of ETFs, capturing what makes AB different.

“We were able to blend our own strategic insights and creative artistry to develop a campaign that genuinely sets AB apart.”