Investec Asset Management has partnered with Publicis Sapient and Publicis•Poke for its global brand relaunch.
The rebrand, first announced late last year, includes changing its name from Investec AM to Ninety One.
This rare and unusual event in the asset management sector, saw digital transformation partner Publicis Sapient create an entirely new brand experience and digital platform for Ninety One.
Publicis•Poke crafted the brand’s evolutionary strategy, and positioning, as well as creating an integrated global launch campaign.
Ninety One’s new identity and proposition pays homage to the firm’s heritage of being ‘Out of the ordinary’. At the same time they’ve created a differentiated, distinct new brand built to thrive in an ever-changing world.
Dropping its famous Zebra icon, its name represents the year the business was founded by Hendrik du Toit – 1991; a time of momentous change in South Africa and the world.
Publicis Sapient worked with Ninety One to develop the new digital expression and ecosystem for the brand. The firm was also responsible for the reimagination of Ninety One’s digital experience platform; moving away from legacy approaches and technology onto an enterprise grade CMS platform (Sitecore).
“In a time of accelerated global change, we are proud and excited to be a part of this historic moment in Ninety One’s journey, helping them reimagine themselves”, said Richard Sherwell, Client Partner, Publicis Sapient.
“The new platform can quickly scale to launch in new geographies, while effective approaches in mature markets can quickly be moved as required into different sites across the world.
“The new global platform was successfully launched in only nine months, demonstrating the power of collaborative, partnered working methodologies.”
Integrated global campaign
Publics•Poke created an integrated global campaign, which features the newly developed brand positioning ‘Investing for a world of change’; and is responsible for design and master assets of the brand.
The campaign will continue to run in five key markets: UK, South Africa, Italy, Germany and Hong Kong; across TV, press, VOD and OOH throughout the year.
A 45-second film (above) titled ‘The Times That Made Us’ will run in South Africa and digital channels.
The film shows a montage of the year when ‘Ninety One’ was established, 1991, and the momentous changes of that time, which shaped the company’s identity, approach and ethos.
The out of home, print and digital display features world class photography depicting the momentous events in that extraordinary year, accompanied by the headline ‘The times that made us, named us.’
This launch campaign is the first stage of a campaign arch that introduces the brand platform ‘Investing for a world of change’, a positioning that couldn’t be more relevant in the current climate, as the world faces unprecedented and far reaching changes.