SapientNitro North America Creative Work

TitleThe New Face of Global
Agency
Campaign The New Face of Global
Advertiser Hartford Funds
Brand Hartford Funds
Story

In 2013, Hartford Mutual Funds set out to create their own identity and unique brand positioning. They came to us with a simple proposition: “Make us known for our global expertise and products.” They weren’t top of mind among their audience of financial What they needed was a simple, clear message that put a stake in the ground for their position in the global fund category. While many financial services companies feature people in their ads (often stock imagery), we chose to turn that notion on its head. In fact, the currency that “heads up” each ad represents the top holding of that respective fund. The click through rate is up 29% from last year, and the overall engagement is up 24% compared to the previous year. With a click through rate of .18% it is handily beating category benchmarks of .05%. 

Media Type Magazine
Executive Creative Director
Creative Director
Associate Creative Director
Art Director
Copywriter
Account Director
Designer
Designer
Worldwide Chief Creative Officer
Strategy
Analyst
Director Program Management
Associate Program Management
Client Service Director

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