Ameriprise Financial Names FCB West as Creative Agency of Record

Ameriprise Financial (NYSE: AMP) today announced it has selected San Francisco-based FCB West as its creative agency of record after a competitive review. Ameriprise will work with FCB West as it continues to evolve its brand, which it successfully established in 2005 when it debuted as an independent, publicly traded company. The new relationship will build on past campaigns that have driven awareness of Ameriprise’s reputation as a leading wealth manager focused on helping clients feel confident about their financial future. FCB will also help Ameriprise appeal to younger mass affluent and affluent investors entering the firm’s target market.

“We’re proud of the success of the Ameriprise brand over the last 15 years, and we are excited to partner with FCB West to build on our terrific momentum,” said Marie O’Neill, senior vice president of marketing at Ameriprise. “FCB’s fresh strategic thinking, strong analytical capabilities and innovative creative will help showcase our financial advice value proposition to even more households.”

The agency’s scope also includes work for Columbia Threadneedle Investments. FCB West will be responsible for integrated brand creative and strategy for both organisations.

“We’re thrilled to partner with Ameriprise and Columbia Threadneedle Investments as their lead creative agency,” said FCB West chief creative officer Karin Onsager-Birch. “As pioneers in comprehensive financial advice, a seemingly rational but actually very emotionally charged service, the opportunity to partner in helping raise awareness and growing their brands is incredibly exciting.”

Work from FCB West is expected to launch later this year. Media planning and buying were not part of the review and will remain with the New York-based agency Initiative.