Global Investment Brand Nikko Asset Management Appoints Chemistry to Lead Brand Strategy and Creative

Left: Hayley Kiillip & Right: Susan Young

Leading KiwiSaver and investment brand Nikko Asset Management has chosen Chemistry to lead its brand strategy, creative development, and media planning after a competitive strategic pitch.

From its beginnings in New Zealand in 1994 as Norwich Union Fund Management, Nikko AM now actively manages NZD $7.65 billion* of investments, making it one of New Zealand’s leading investment brands for both individual Kiwi investors, businesses, and institutional investment organisations. Nikko AM is one of Asia’s largest investment brands. 

In recent published research more than one third of Kiwis are feeling less wealthy than they did twelve months ago. With inflation at a 32 year high and the Consumer Price Index (CPI) on a steady incline, the consumer’s mindset has taken a battering. 47% of those researched are highly concerned at the rising cost of living. 

Mike Larmer, co-founder of chemistry, says: “In a little over a year, economic confidence has dropped by nearly a quarter to just above 50%. Savers and investors are becoming far more conscious of the performance of their KiwiSaver and general savings. Through reinvigorating the Nikko AM brand, we want to demonstrate that there are smarter options for personal money management and savings growth.”

“The company has been helping Kiwis for nearly thirty years. We want to build on the reassurance and trust that comes from investing in a brand for the long haul,” Larmer adds. 

Sharon Evans, NZ marketing manager for Nikko Asset Management Group, says: “Chemistry not only showed a depth of understanding for our brand but strategically highlighted how we can capitalise on our points of difference for faster growth in New Zealand. Chemistry will be working on several new strategies including brand, creative positioning and channel planning. What really stood out was the level of in-depth thinking that Chemistry likes to do up-front; this fits perfectly with the way we work.”

Chemistry’s business partner, Haylee Killip, says: “Nikko AM’s emerging proposition and approach to investments means they can confidently position themselves as a knowledgeable, well established and trustworthy brand, attracting groups of investors that value these attributes. To be part of their new direction is very exciting for our team.”

Chemistry’s co-founder and joint creative director Susan Young, adds: “With a big focus on growth, we’ll be taking a unique approach to our creative strategy, which includes testing new things and building on the innovation that already exists within the company. Nikko AM’s drive and passion feels like the perfect match for us.”

The Nikko AM account win represents further momentum for Chemistry who were recently acknowledged 5TH in Australasia for effective creative in Campaign Brief’s The Work 2022.

The appointment is effective immediately.