A global investment company, founded in 1947 and credited with a recent major acquisition, is launching a global brand campaign to show the world why it is different.
Franklin Templeton has launched the global brand campaign “Hello progress” as an innovative approach to strengthening the Franklin Templeton brand, a press release said. California-based Franklin Resources Inc. is a global investment management organization with subsidiaries that operate as Franklin Templeton. It serves people in over 165 countries.
Franklin Templeton’s “Hello progress” campaign promotes change through new opportunities, new ways to progress and to make things better, the “Hello progress” video said.
“It’s ‘Hello’ to empowering advisers and their clients with new technology, to using that technology to improve how portfolios are managed,” the video said. “ ‘Hello’ to meeting real human goals, not arbitrary benchmarks, and with our restless desire to improve, it’s also ‘Hello’ to both global strength and boutique specialization, to easier access to expertise around the world.”
Rupert Johnson Sr., who ran a retail brokerage firm on Wall Street, founded Franklin Templeton in 1947 in New York, the company history said. The company was named in honor of U.S. founding father Benjamin Franklin because he was frugal and prudent in saving and investing.
“After years of bringing together world-class specialist investment managers, including our successful acquisition of Legg Mason (in July 2020), and harnessing technology and driving innovation, Franklin Templeton is a different business today,” Franklin Templeton President and CEO Jenny Johnson said in the press release. Johnson became president and CEO in February 2020.
With an array of TV, print and digital advertising as well as sponsorships, the “Hello progress” campaign will launch in January in the U.S., Europe, Middle East and Africa and select Americas and Asia-Pacific markets. The campaign will kick off in other Americas and Asia-Pacific markets in February, the press release said.
Expected to run in 14 countries, the campaign is designed to target a broad audience, including retail and institutional investors, financial advisors, gatekeepers and world-wide financial institutions, the release said.