SapientNitro North America Creative Work

Title "The New Face of Global"
Agency SapientNitro North America
Campaign The New Face of Global
Advertiser Hartford Funds
Brand Hartford Funds

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 Mr. Barry Fiske
Creative Director Mr. Alan Pafenbach
Associate Creative Director Jason Huber
Art Director Mr. Carlos Pérez
Copywriter Jason Huber
Account Director Francesca Sorrentino
Designer Erika Decker
Designer Mr. Carlos Pérez
Worldwide Chief Creative Officer Mr. Gaston Legorburu
Strategy Ezra Englebardt
Analyst Chichi Okekek
Director Program Management Amy Snelling
Associate Program Management Rachel Birchler
Client Service Director Anthony DiFranco

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