Refreshed brand program establishes an integrated global
creative platform aimed at more boldly elevating awareness and
consideration of the firm's premier active investment management
approach
BALTIMORE, Feb. 20,
2024 /PRNewswire/ -- T. Rowe Price Group, Inc.
(NASDAQ – GS: TROW) announced that it has launched a new global
branding program today to highlight its renowned capabilities as
one of the world's premier asset management firms. Called "The
Power of Curiosity," the program conveys how active questioning
conducted by investment professionals drives more informed insights
that can better enhance the investment process. At the same time,
the program underscores how these insights, supported by more than
85 years of investment culture and experience at T.
Rowe Price, reflect the independent
thinking that characterizes the firm's investment professionals
while demonstrating how the investment approach can benefit
investors.
This new brand positioning will begin to appear first in
the United States through a mix of
national and local television commercials, streaming services,
digital, and online video advertisements. Messages will also roll
out across social media, print media, partnership channels, and in
global markets over the coming months. Through "The Power of
Curiosity" creative platform, T. Rowe
Price is investing in a bold campaign it hopes will improve
audiences' awareness and consideration of its investment
capabilities and help them differentiate T. Rowe Price from other investment managers. The
company anticipates this program to be in market for the
foreseeable future.
"The constant swings of the financial markets can leave
investors feeling unsettled," said Theresa
McLaughlin, T. Rowe Price's
head of Global Marketing, who led the work associated with the
campaign. "They are seeking insights and expertise from an
investment management partner that can help them navigate risks and
opportunities, instill confidence, and help them to thrive in an
evolving, often volatile world. T. Rowe
Price has been such a partner for decades, though typically
we have been somewhat reserved in publicly highlighting the
company's many strengths. 'The Power of Curiosity' represents a
pivotal moment for the firm by making a strategic investment in our
brand and demonstrating the value we bring to our clients in a more
front-footed, emphatic way," she added.
The advertising element of the refreshed branding program
complements the recent launch of a redesigned enterprise website
supporting the campaign and industry events where the program's new
look and feel has been on display. T. Rowe
Price has also introduced a sleeker, more modern look for
its longtime bighorn sheep symbol, affectionately known within the
firm as Trusty. Known for its sure-footed agility and sharp vision,
the bighorn sheep's ability to navigate challenging terrain with
purpose and independence is an apt reflection of T.
Rowe Price's mission and
positioning.
"'The Power of Curiosity' highlights the dynamic perspectives
and deep insights our investment professionals bring to their work
every day on behalf of our clients," McLaughlin said. "And I'm so
proud of our advertising and marketing teams for their own
curiosity and breakthrough creativity in bringing this campaign to
life. The TV spots are highly entertaining and cinematic, and they
help tell our story in a differentiated way."
T. Rowe Price partnered with
Digitas NY, a marketing agency, to develop the campaign, and
Assembly, a media agency, to develop the activation plan. The
director for the commercial video shoots was the famed, multi-award
winning Antoine
Bardou-Jacquet of Partizan, who has directed
commercials for many top-tier international brands. Special effects
work for the commercials was handled by Mathematic, a creative
visual effects, animation, and motion design studio.
ABOUT T. ROWE PRICE
Founded in 1937, T. Rowe Price
(NASDAQ – GS: TROW) helps people around the world achieve their
long-term investment goals. As a large global asset management
company known for investment excellence, retirement leadership, and
independent proprietary research, the firm is built on a culture of
integrity that puts client interests first. Investors rely on the
award-winning firm for its active management approach in equity,
fixed income, multi-asset, and alternatives, and for its retirement
expertise. T. Rowe Price manages
USD$1.45 trillion in assets under
management as of January 31, 2024,
and it serves millions of clients globally. News and other updates
can be found on Facebook,
Instagram, LinkedIn, X, YouTube,
and troweprice.com/newsroom.
T. Rowe Price Investment Services, Inc., distributor, T.
Rowe Price mutual funds, T. Rowe
Price Associates, Inc., investment adviser.
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SOURCE T. Rowe Price Associates, Inc.