Vanguard V for value

Global investment giant's TV ad shows UK its true colours

Vanguard 30sec Master-HD from aml on Vimeo.

The campaign was created by London-based agency AML Group. It kicks off with a 30” TV spot that brings to life Vanguard’s unique low-cost, uncomplicated investment offer and features people from all walks of like making the ‘Vanguard V for value’ sign.

“Vanguard stands for value to investors and that is what we are hoping to communicate with this campaign” says Laura Curtis, Head of European Marketing for Vanguard. “As a people-first, mission-led business we want to highlight that Vanguard takes a stand for investors and we’re on their side.”

Vanguard is one of the world’s largest investment management companies. It was founded in 1975 on the principle that its investment funds should be managed solely in the interests of its clients. As of 31 December, 2019, Vanguard managed $6.2 trillion in global assets offering over 400 funds to its more than 30 million investors worldwide.

Which? the consumer champion, named Vanguard’s Personal Investor platform as a top-rated investment platform for customer satisfaction and value for money in the UK. The platform has attracted over 90,000 customers since launching in May 2017.

“We wanted to communicate the ethos and personality of Vanguard to the millions of investors in the UK. They deserve a fair deal and Vanguard provides them with real value” Says Ian Henderson, CEO, AML Group “From the distinctive soundtrack created from layers of ‘human-made sounds’ to the intimacy and directness of the ‘straight-to-camera’ approach this is a campaign that tells the Vanguard story and shows the UK investor who they are and what they do.”

The national TV campaign will be supported by a print, digital and outdoor poster campaign. 

Media is being bought by The7Stars and the film was directed by Chris Gaffey through AML Group.

Client: Vanguard (Yann Monnet/Laura Curtis)
Creative Agency: AML 
CEO: Ian Henderson
Creative Director: Ross Garden
Head of Strategy: Christian Barnes
Business Director/Account Director: Merope Beddard, Gina Plummer
Senior Account Manager: Annie Meddows-Taylor
Agency Producer: Hannah Bentley
Production Company: AML (London)
Director: Chris Gaffey
Media Agency: The7Stars

Source: AML

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