Paradigm helms major two-year global brand campaign for Nikko AM

Project scope
Concept development, Advertising, Copywriting, Graphic Design, Web Design, UI/UX Design, Photography

Nikko Asset Management (Nikko AM), which has around USD$285 billion in assets under management, is one of Asia’s leading asset managers.

In the summer of 2019, Paradigm won a six-way competitive pitch to produce a globally consistent brand campaign for Nikko AM.

The goals of the campaign were to raise awareness of Nikko AM’s presence in their key markets and also communicate the diversity of the firm. Two key requirements were that the creative solution could be localised easily and that it could be adapted to the numerous digital assets necessary for the campaign.

From our research, we discovered that Nikko AM was one of the very few asset management companies to use the AM abbreviation in its official name. From this, we developed the “I AM” campaign as a way to introduce the firm’s diverse range of portfolio managers to the target audiences.

To ensure we had the best photography for all the deliverables, we commissioned one of Japan’s leading portrait photographers — Michael Holmes — who embarked on an intensive travel schedule to shoot Nikko AM’s people in their offices around the world.

One of the most striking aspects of the Nikko AM brand is its distinctive color palette, Nikko AM blue and yellow. Rather than minimizing their use, we decided to take the opposite approach and boldly use these eye-catching colors to make the ads really stand out.

Paradigm was also instructed to capture the essence of Nikko AM’s intangible financial products and services in the text of each ad. Working with members of the Nikko AM team, we produced engaging copy for more than 20 portfolio managers and investment professionals, each reflecting their voice and area of specialization.

Paradigm produced a wide range of animated HTML5 banners for all the regions, as well as different artwork for a number of leading print media outlets.

We also designed and developed a set of landing page templates for each region.

The “I am” campaign launched in January 2020 and a second phase has recently gone live in key markets.

“Nothing came close to the “I AM” concept and the work done by your team. We were completely blown away by your work.” Stefanie Drews – Senior Corporate Managing Director, Nikko AM.

Joyce Koh, Global Head of Marketing, who led the campaign, also remarked, “It has resonated with Nikko AM employees around the world, and the ‘I AM’ concept was well received by the investment teams themselves.”

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