Franklin Templeton Introduces Global Brand Campaign ‘Hello progress’

Franklin Templeton Introduces Global Brand Campaign ‘Hello progress’
New campaign reinforces firm’s commitment to always moving forward,
finding innovative ways to better meet client needs

 

London, January 26, 2022 – Franklin Templeton today announced the launch of its global brand campaign in the EMEA region, ‘Hello progress^SM’, which reintroduces the Franklin Templeton brand and embodies the firm’s relentless focus on innovation and the belief that every change creates an opportunity to better meet client needs.

“After years of bringing together world-class specialist investment managers, including our successful acquisition of Legg Mason, and harnessing technology and driving innovation, Franklin Templeton is a different business today,” said Jenny Johnson, president and CEO of Franklin Templeton.

Rick Andrews, head of global marketing for Franklin Templeton, said, “Franklin Templeton has a new story to tell. We now offer more boutique specialisation on a global scale. Our clients have access to the specialist expertise they need, while enjoying the confidence that comes with working with a firm of our size. We know that what we offer investors is more distinct than ever.”

In addition to its landmark acquisition of Legg Mason, Franklin Templeton has bolstered its alternative and fixed income capabilities through strategic acquisitions, and has also added sophisticated investment and wealth technology to deliver customised portfolios for retail clients at scale.

“Progress is about building a stronger, innovative, more vibrant and more relevant company. We offer the best of both worlds—big and small—as a specialised firm with boutique expertise, backed by our truly global reach,” said Adam Spector, executive vice president and head of Global Distribution for Franklin Templeton. “The new Franklin Templeton is built on a 75-year tradition of investing. We respect our past and are very proud of our legacy, and we are committed to building on it and moving forward, with innovation and client-centricity as top priorities.”

In the UK, a key campaign activation will be the installation of a pollution eating building banner at a major junction on Shoreditch high street in March 2022 to promote the firm’s commitment to sustainability. This special building banner will be treated with a unique application that actively cleans pollutants out of the air. Over the two weeks the poster is live, it will dispose of the nitrogen oxide equivalent emissions of approximately 8,848 cars. In addition, ‘Hello progress adverts will appear in leading print, online and social media platforms until April and in out-of-home venues in high impact transit screen placements in London, Edinburgh, Bristol, Leeds, Manchester and Birmingham. The campaign will also include 20-second adverts on Sky UK using Sky ADsmart audience targeting.

More broadly in EMEA, the integrated campaign, which includes television, print, digital advertising, out-of-home and sponsorships will be run through April in Italy, Germany, Switzerland and the Middle East.

In Italy, the campaign will include TV ads, full-page ads in leading financial publications, digital and social ads, and out-of-home video spots on over 70 digital screens across Milan. A key feature of the campaign will be Franklin Templeton’s title sponsorship at the International Exhibition Triennale in Milan, a major cultural and futurist event.

Reaffirming Franklin Templeton’s statement of intent regarding the rebrand in Germany, the firm will be sponsoring Boerse vor Acht, a prime-time slot on national television, throughout the month of April. Additionally, the campaign will include print, digital display and paid social media advertising. 

In Switzerland, campaign activity will focus on digital display and out-of-home activity that will see five-car trams in Zurich fully wrapped in Franklin Templeton campaign branding for a three-month period.

To unveil the new brand campaign in the Middle East, a high impact, three-minute show illuminated the Burj Khalifa, the tallest building in the world, with the largest display surface globally. ‘Hello progress’ is also appearing in leading print, online and social media platforms in the region, and on out-of-home screens in the Dubai International Financial Centre, over a period of three months.

In addition to EMEA, ‘Hello progress’, launches in the U.S., and select Americas and APAC markets in January and in other Americas and APAC markets in February. The campaign will run in 14 countries and is designed to reach a broad audience, including retail and institutional investors, financial advisors, gatekeepers and global financial institutions. 

The Franklin Templeton brand campaign ads feature short, one- and two-word headlines that are immediately paid off in the subhead. This approach is meant to communicate the key messages in a surprising, engaging fashion. For example: 

• Hello progress – Our two-word philosophy.
• Bigandsmall – It’s not an actual word. But it is who we are.
• New Fashioned – Delivering tomorrow’s solutions for 75 years and counting.
• Greeeeeen – We offer more ways for our clients to invest sustainably.
• Adaptability – Funnily enough, it’s the one thing we’re pretty rigid about.

Videos and other related content can be viewed at the ’Hello progress’ microsite.

Franklin Templeton engaged M&C Saatchi Group in developing the new brand platform and campaign creative.

 

About Franklin Templeton

Franklin Resources, Inc. [NYSE:BEN], is a global investment management organization with subsidiaries operating as Franklin Templeton and serving clients in over 165 countries. Franklin Templeton’s mission is to help clients achieve better outcomes through investment management expertise, wealth management and technology solutions. Through its specialist investment managers, the company brings extensive capabilities in equity, fixed income, multi-asset solutions and alternatives. With offices in more than 30 countries and approximately 1,300 investment professionals, the California-based company has 75 years of investment experience and over $1.5 trillion in assets under management as of December 31, 2021. For more information, please visit franklintempleton.co.uk and follow us on LinkedIn, Twitter and Facebook.

This press release is intended to be of general interest only and does not constitute professional advice. Franklin Templeton and its management groups have exercised professional care and diligence in the collection and processing of the information in this press release. Franklin Templeton makes no representations or warranties with respect to the accuracy of this document. Franklin Templeton shall not be liable to any user of this report or to any other person or entity for the inaccuracy of information contained in this press release or for any errors or omissions in its contents, regardless of the cause of such inaccuracy, error or omission.

Any research and analysis contained in this document has been procured by Franklin Templeton for its own purposes. For more information, UK investors should contact: Franklin Templeton, Cannon Place, 78 Cannon Street, London EC4N 6HL. United Kingdom. Phone: 0800 305 306, Email [email protected].

Issued by Franklin Templeton Investment Management Limited (FTIML). FTIML is authorised and regulated in the United Kingdom by the Financial Conduct Authority.

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