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.