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New Ameriprise Ads Spotlight Personalized Advice

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What You Need to Know

  • Ameriprise started running its new TV spots Monday. They include two-live action and two animated ads.
  • The new messaging is meant to capture a surge in need for financial advice and a focus on advisor-client relationships.
  • The company's old "Be Brilliant" tagline, rolled out in 2015, was intended to capitalize on an optimistic mood, but that mood shifted during the pandemic.

Ameriprise Financial launched a new ad campaign Monday that stresses the value of personalized advice, features the new tagline “Advice Worth Talking About,” and is designed to reflect the importance of advisors during challenging times, according to Marie O’Neill, the firm’s senior vice president of marketing.

The campaign’s four TV spots are all “on the air right now” and “we’ll be running [them] through the end of the year, across multiple channels,” O’Neill told ThinkAdvisor in a phone interview.

The TV spots each depict clients explaining to friends and family how deeply they value the personalized advice and one-to-one advisor relationships that Ameriprise provides, according to the company.

Two 15-second animations and two 30-second live-action spots are appearing on channels like CNBC, MSNBC, Fox News, BBC, the Golf Channel and Magnolia Network, and on shows such as ABC’s “World News Tonight,” “Face the Nation” on ABC and NBC’s “Meet the Press.” (They will not be aired during the Super Bowl or Winter Olympics.)

The live-action commercials end with the line: “9 out of 10 clients are likely to recommend the Ameriprise experience to their family or friends.”

They are part of a 360-degree, “fully integrated campaign that also includes digital advertising,” she said, adding elements of the campaign will also appear on social media, primarily Facebook.

Ameriprise will also “be creating local advertising that advisors can run in their individual markets as well,” she added.

She declined to say how much Ameriprise is spending on the campaign.

People Want Advice

“On an ongoing basis, we’re doing consumer research to understand what’s going on in the mindset of our target market,” O’Neill said. “We continue to see that consumers who are in our target need financial advice. They want it and they need it.”

The new tagline “really does speak very directly and tangibly to our value proposition” in which Ameriprise provides “personalized advice tailored to the individual needs” of the firm’s clients and the “one-to-one relationships that our advisors deliver to our clients,” she explained.

“Now, in the environment that we’re in, our target market has told us they want advice more than ever,” O’Neill said. “So we really wanted to come out with a brand platform that states very candidly and boldly what our value proposition is and we think that ‘Advice Worth Talking About’ does that well.”

Since the pandemic hit in March 2020, Ameriprise has “heard more and more from our target market and from our clients how much they want advice,” she said. “We heard from our clients how much they value the advice and there was somebody on the other end of the phone to call when they had a myriad of questions based on their particular situation.”

Ameriprise advisors “were there and we got very positive feedback because of it,” she said, adding: “People had a lot of questions about their finances” when the pandemic started “and they still do; they always have — it just got accelerated in that time.”

The firm’s “typical target market” is people with investable assets of $100,000 and higher who are “looking for advice and want to work with an advisor,” she said. That includes potential clients who don’t have an advisor, have had an advisor in the past, or want to switch advisors.

Prior Campaigns

Ameriprise runs new TV spots every year, but this is the first time that Ameriprise has introduced a “new brand platform” since 2015, when it launched “Be Brilliant,” a tagline O’Neill said “served us extremely well up until the time the pandemic hit.”

“Be Brilliant” was “capitalizing on an optimistic environment, which changed when the pandemic hit,” she noted, adding: “The pandemic presented an opportunity for us to focus on reinforcing our value proposition during times of uncertainty.”

The company stopped using “Be Brilliant” in 2020 and launched two new ad campaigns without taglines that included TV spots underscoring the “importance of a trusted advice relationship in challenging times” and how to stay on track to achieve long-term financial goals, O’Neill said.

Ameriprise now includes about 10,000 advisors who work with about $1.2 trillion in assets under management and administration.

(Image: A scene from one of Ameriprise’s new ads)