Create awareness among a different and demanding audience-high net-worth investors-whose needs require customized financial solutions and personal attention.

At the same time, ensure the advertising would be relevant to their large group of fund customers.

Insights

Research uncovered a "truth" that struck a chord among consumers: unlike their competition, Neuberger Berman was created to manage money. Not mortgages. Not insurance. Not investment banking.

Connections

"Money management is what we do" became the theme for the campaign, with each ad highlighting what this focused approach means to the customer.

Striking, unexpected photos put a human face on the business of money management.

Results

Despite the state of the economy, inquiries from high-net worth individuals increased threefold, with most prospects well above the minimum with $1,000,000+ in investable assets.

The campaign also reassured mutual funds prospects as evidenced by substantial inflows both direct to the company and through employee-sponsored plans.