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 global brand campaign for Nikko AM.

Through the global brand campaign, Nikko AM wanted to raise awareness of the firm’s presence in key markets and communicate its diversity. The Nikko AM team had two key requirements. First, we would need to devise a creative solution that could be localized easily. Second, it would have to be adaptable to the numerous digital assets necessary for the campaign.

During our research phase, we discovered that Nikko AM is 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, introducing the firm’s diverse range of portfolio managers to the target audiences.

Bold colors, striking photos

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

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

Engaging copy

Nikko AM instructed Paradigm to capture the essence of the firm’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 one reflects their voice and area of specialization.

Dozens of digital assets

After Nikko AM approved the content, Paradigm produced a wide range of animated HTML5 banners for all the regions. We also created different artwork for a number of leading print media outlets.

Then we then designed and developed a set of landing page templates for each region.

In January 2020, Nikko AM launched the “I AM” global brand campaign. Paradigm also produced a second phase of the campaign for key markets in 2021.

Very well received

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

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

View other featured projects