Ameriprise builds on its brand platform with new broadcast
advertising and an enhanced social media presence
MINNEAPOLIS--(BUSINESS WIRE)--
Ameriprise
Financial (NYSE: AMP) has unveiled a new advertising campaign
highlighting the company’s rich history, financial strength and
steadfast commitment to individual investors. The ads debuted on the
company’s YouTube
and Facebook
channels and will air this weekend during the Primetime Emmy Awards.
They feature a face and voice familiar to generations of moviegoers –
Academy Award-winner Tommy Lee Jones.
The new spots, titled “Our
Anthem” and “Generations,”
open with Jones talking about the American spirit and cut to scenes of
families achieving goals many viewers will identify with – buying a
home, putting children through college and retiring on their own terms.
Jones’ words emphasize the company’s legacy of helping generations of
clients, through both good and tough times. The ads build on the
Ameriprise brand platform – MORE WITHIN REACHSM – by
stressing the importance of a one-on-one relationship with a trusted
advisor who has the backing of a strong and stable firm.
“Consumers remain cautious, but they’re also looking for something to
believe in – someone to tell them it is okay to be optimistic and pursue
their dreams, despite what the markets and news headlines tell us,” said
Kim Sharan, chief marketing officer and president of financial planning
and wealth strategies at Ameriprise Financial. “Our company and advisors
have been helping clients do exactly that for more than 100 years, yet
we’ve never really shared our story, including our legacy of strength
and stability, directly with the American public. We believe it’s time
to do that now.”
The media schedule comprises Primetime programming, including the season
premieres of “NCIS” and “Desperate Housewives”; college football, the
Major League Baseball playoffs and the World Series; and cable news and
entertainment programming on CNN, Fox News, Bloomberg and a variety of
lifestyle channels.
Social and digital media presence reinforces brand promise
In
addition to unveiling its new television spots on Facebook
and YouTube,
Ameriprise is actively using social and digital media platforms to
engage with consumers, develop advocates and put its advisors and other
experts more within reach of the public. The company has established a
corporate presence on key social media channels and launched programs
that help Ameriprise financial advisors establish a stronger presence
within their communities.
The company has built a community on Facebook, a platform that
encourages interaction and information sharing. Like most financial
services firms, which operate in a highly regulated environment,
Ameriprise has historically used Facebook as a content distribution
channel. The company is also developing live interactive events that
will help it further engage with consumers in real time, even around
difficult and personal topics like caregiving or divorce.
The company’s efforts on Facebook are supported by its corporate YouTube
presence, which Ameriprise uses as another way for consumers to learn
about the markets, economy and other financial topics.
Ameriprise has encouraged its advisors to use LinkedIn since 2008. In
2010, the company took an additional step and integrated advisors’
LinkedIn profiles with their professional websites. The firm is planning
to launch a new feature this fall that will help consumers see how
they’re connected to Ameriprise advisors on LinkedIn.
Ameriprise is also currently piloting the use of Facebook as a
networking and communication platform for its advisors, in preparation
for a firm-wide rollout next year.
R/GA and Initiative remain the company’s creative and media agencies of
record.
About Ameriprise Financial
At Ameriprise Financial, we have
been helping people feel confident about their financial future for over
115 years. With a network of 10,000 financial advisors and outstanding
asset management, advisory and insurance capabilities, we have the
strength and expertise to serve the full range of consumer financial
needs. For more information, or to find an Ameriprise financial advisor,
visit ameriprise.com.
Source: Ameriprise Financial, Inc.
Contact:
Ameriprise Financial, Inc.
Stacy Housman, Media Relations,
612-678-7215
stacy.m.housman@ampf.com