New Vanguard campaign from AML gives investors a big V


London-based agency AML Group has created a new ad campaign for global financial services firm Vanguard.

It kicks off with a 30-second TV spot that brings to life the investment firm’s unique low-cost, uncomplicated investment offer. It features people from all walks of like making the ‘Vanguard V for value’ sign.

Vanguard value

“Vanguard stands for value to investors and that is what we are hoping to communicate with this campaign” says Laura Curtis, Head of European Marketing for financial leader.

“As a people-first, mission-led business we want to highlight that Vanguard takes a stand for investors and we’re on their side.”

The firm is one of the world’s largest investment management companies. It was founded in 1975 on the principle that its investment funds should be managed solely in the interests of its clients.

As of 31 December, 2019, it managed $6.2 trillion in global assets offering over 400 funds to its more than 30 million investors worldwide.

Top-rated investment platform

Which? named Vanguard’s Personal Investor platform as a top-rated investment platform for customer satisfaction and value for money in the UK.

The platform has attracted over 90,000 customers since launching in May 2017.

“We wanted to communicate the ethos and personality of Vanguard to the millions of investors in the UK”, said Ian Henderson, CEO, AML Group.

“They deserve a fair deal and Vanguard provides them with real value”.

“From the distinctive soundtrack created from layers of ‘human-made sounds’; to the intimacy and directness of the ‘straight-to-camera’ approach; this is a campaign that tells the Vanguard story and shows the UK investor who they are and what they do.”

The national TV campaign will be supported by a print, digital and outdoor poster campaign.

Media is being bought by The7Stars and the film was directed by Chris Gaffey through AML Group.