Increasing brand awareness
Macquarie, the largest investment bank in Australia, sought to enhance its image and expand its exposure in the U.S. among financial professionals. In the highly competitive capital markets arena, Macquarie needed differentiated messaging and media that would differentiate it from its peer group.
Adler highlighted Macquarie from its competitors by focusing on its ability to create custom-built financing solutions, and proved the message by illustrating the transactions that various Macquarie business units successfully completed. The multimedia campaign included animated ads for TV broadcast, iPads, web ads, elevator screens, and outdoors.
Surveys and financial performances were taken before and after the campaign. Macquarie brand awareness more than doubled, and the increase ranked highest among all non-U.S. investment banks.