Mackenzie Investments is aiming to elevate its brand with a straightforward campaign that highlights the company’s expert acuity.
“See Things Others Miss” by The Garden, a branch of the Humanise Collective, portrays a Mackenzie adviser quickly spotting a forgery while perusing an art gallery. The investment firm’s agency partner highlights Mackenzie’s big-picture outlook while cutting through the jargon common to the category’s creative.
Delaney Brough, business lead at The Garden, tells strategy that “See Things Others Miss” marks an above-the-line return for a brand that typically rolls out smaller, product-focused campaigns.
“Mackenzie investments has been pretty quiet for a while now with their new brand identity – they wanted to broaden their brand awareness to an audience they haven’t spoken to in a while,” Brough says.
The campaign strategically targets financial professionals in their daily environments with media placements in financial districts and on BNN and LinkedIn.
Beyond traditional formats, the campaign will also explore innovative digital and social activations aimed at sparking deeper engagement. Experimental OLV and interactive social content will also be deployed.
OMD led on media for the work that will run through the end of May. A second phase of the media buy will be in market starting in October.
