1 month ago
Investec Asset Management has partnered with Publicis Sapient and Publicis•Poke - leveraging Publicis Groupe’s Power of One approach - to reimagine and relaunch the asset management business as a new brand, named Ninety One.
This rare and unusual event in the asset management sector, saw digital transformation partner Publicis Sapient create an entirely new brand experience and digital platform for Ninety One (formerly Investec Asset Management), with Publicis•Poke crafting the brand’s evolutionary strategy, and positioning, as well as creating an integrated global launch campaign.
Ninety One’s new identity and proposition pays homage to the firm’s heritage of being ‘Out of the ordinary’ while at the same time creating a differentiated, distinct new brand built to thrive in an ever-changing world. Dropping its famous Zebra icon, its name represents the year the business was founded by Hendrik du Toit – 1991, a time of momentous change in South Africa and the world.
Publicis Sapient worked with Ninety One to develop the new digital expression and ecosystem for the brand, and were responsible for the reimagination of Ninety One’s digital experience platform, moving away from legacy approaches and technology onto an enterprise grade CMS platform (Sitecore).
“In a time of accelerated global change, we are proud and excited to be a part of this historic moment in Ninety One’s journey, helping them reimagine themselves. The new platform can quickly scale to launch in new geographies, while effective approaches in mature markets can quickly be moved as required into different sites across the world. The new global platform was successfully launched in only nine months, demonstrating the power of collaborative, partnered working methodologies.” Richard Sherwell, client partner, Publicis Sapient
Publics•Poke created an integrated global campaign which features the newly developed brand positioning ‘Investing for a world of change’; and is responsible for design and master assets of the brand. The campaign will continue to run in five key markets: UK, South Africa, Italy, Germany, Hong Kong across TV, press, VOD and OOH throughout the year.
A 45-second film titled ‘The Times That Made Us’ will run in South Africa and digital channels. The film shows a montage of the year when ‘Ninety One’ were established, 1991, and the momentous changes of that time, which shaped the company’s identity, approach and ethos.
The out of home, print and digital display features world class photography depicting the momentous events in that extraordinary year, accompanied by the headline ‘The times that made us, named us.’ This launch campaign is the first stage of a campaign arch that introduces the brand platform ‘Investing for a world of change’, a positioning that couldn’t be more relevant in the current climate, as the world faces unprecedented and far reaching changes.
“The changes going on in the world right now are unparalleled, and ‘Investing for a world of change’ positions Ninety One as the brand who can make sense of it all. Ninety One’s launch campaign ‘The times that made us, named us’ roots their expertise in the year of their birth; a year of seismic world changing events. Featuring some of the best archive footage and photography from that era, the campaign celebrates these moments, connecting Ninety One’s heritage to their present. They’ve been on an epic journey and we’re incredibly proud to help position their brand for the future.” Angus MacKinnon, groupe creative director, Publicis•Poke.
“Ours is a long-term story of a unique business with a carefully developed culture, one which both Publicis Sapient and Publicis•Poke grasped wholeheartedly to help us transform into Ninety One. Our focus is, and always has been, on achieving sustainable long-term growth for the benefit of our clients, shareholders and stakeholders. Through such partnerships, we are able to remain focused on the job at hand and look forward to new beginnings, continuing to service our clients with the same dedication. We have changed our name, but not who we are.” Nigel Smith, chief marketing officer, Ninety One.