T. Rowe Price unveils new global branding program

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Baltimore-based T. Rowe Price Group Inc. Tuesday announced the launch of a new global branding program to highlight its renowned capabilities as one of the world’s top asset management firms.

Called “The Power of Curiosity,” the program conveys how active questioning conducted by investment professionals drives more informed insights that can better enhance the investment process.

At the same time, the program underscores how these insights, supported by more than 85 years of investment culture and experience at T. Rowe Price, reflect the independent thinking that characterizes the firm’s investment professionals while demonstrating how the investment approach can benefit investors.

This new brand positioning will begin to appear first in the United States through a mix of national and local television commercials, streaming services, digital, and online video advertisements. Messages will also roll out across social media, print media, partnership channels and in global markets over the coming months.

Through “The Power of Curiosity” creative platform, T. Rowe Price is investing in a bold campaign it hopes will improve audiences’ awareness and consideration of its investment capabilities and help them differentiate T. Rowe Price from other investment managers. The company anticipates this program to be in market for the foreseeable future.

The advertising element of the refreshed branding program complements the recent launch of a redesigned enterprise website supporting the campaign and industry events where the program’s new look and feel has been on display. T. Rowe Price has also introduced a sleeker, more modern look for its longtime bighorn sheep symbol, affectionately known within the firm as Trusty. Known for its sure-footed agility and sharp vision, the bighorn sheep’s ability to navigate challenging terrain with purpose and independence is an apt reflection of T. Rowe Price’s mission and positioning, company officials said.

T. Rowe Price partnered with marketing agency Digitas NY to develop the campaign and media agency Assembly to develop the activation plan. The director for the commercial video shoots was Antoine Bardou-Jacquet of Partizan, who has directed commercials for many top-tier international brands. Special effects work for the commercials was handled by Mathematic, a creative visual effects, animation and motion design studio.