HATCH’s ‘Eat In or Dine Out’ Dishes on Brand Confidence With T. Rowe Price’s Kelly Fredrickson

Global Head of Brand and PR joins CEO Jennifer Harrington to talk curiosity, mental availability and the power of internal AND external partnership

HATCH is back in the kitchen for a new episode of its video series, Eat In or Dine Out.

Each freshly baked episode features marketing leaders who join Jennifer Harrington, CEO and founder of HATCH, in her kitchen to tackle the perennial marketing dilemma: build an in-house team or partner with external agencies?

In this episode, Kelly Fredrickson, global head of brand and PR at T. Rowe Price, chose to dine out with Jennifer over sushi, and their conversation turned into a masterclass on how she’s reshaped the investment firm’s brand voice by pairing internal talent with the right external partners.

“Ninety-five percent of the time, investors are not in the market to partner with an asset manager,” said Kelly. “You really have to build brand awareness in order to capture them when they are in the market for that relationship, the other 5 percent of the time.”

Kelly said the shift started with reimagining T. Rowe Price‘s 50-year-old tagline, “Invest with Confidence,” a rebrand built on the idea that curiosity powers confidence. She partnered with Digitas on creative, then moved to media planning at the same agency a year later.

“I really believe in the power of media-led creative thinking,” she said. “You can’t make it and then go find them.”

That thinking led to one of Kelly’s boldest moves yet. To dramatize a market that sometimes feels upside down, T. Rowe Price partnered with Digitas and Bloomberg to install a fully inverted newsstand inside the Oculus, the soaring Wall Street transit hub, where thousands of financial professionals pass each day. The stunt extended to an upside-down Bloomberg Businessweek cover wrap and flipped “newscast” segments on Bloomberg TV, all making the case that active ETFs can help turn an investor’s world right side up.

Kelly has spent nearly four decades moving between agency and client roles, including 20 years agency-side, a decade at Bank of America, and six more years agency-side before joining T. Rowe Price two and a half years ago.

This episode of Eat In or Dine Out is now available on HATCH’s YouTube channel and website, with new episodes released regularly.

Source: HATCH

  Eat In or Dine Out, Hatch, Jennifer Harrington, Kelly Fredrickson, Marketing, partnership