The campaign, which has been created by Libertine, will run in outdoor posters, taxi’s, national and trade press. Online work will complement the activity.
The advertising will run under the strapline ’the licence to perform’ and aims to take a humorous approach based around the classic spy movie genre, in a bid to change the image of asset management.
Ignis manages over £65bn worth of investments and has a structure that allows its fund managers more freedom to generate strong performance for investors.
Rob Page, head of marketing at Ignis, says: “Libertine have worked closely with us to find a strong positioning and big creative idea that allows us to communicate the essence of our investment philosophy. Standout and flexibility in this sector is hugely important.”
Mark Brandis, managing partner of Libertine, adds: “This is a very distinctive campaign for Ignis designed to create disruption in a crowded market. It taps into a unique aspect of the business and the company’s personality has allowed us to be quite challenging and creative.”