M&C Saatchi puts the turtle in the spotlight for IAM
Following an agency pitch, M&C Saatchi was commissioned by the asset management firm IAM (Independent Asset Management) in early 2012 to completely redesign its communications. The project involves a refresh of the brand identity and the creation of an entirely new communications campaign in Switzerland.
The campaign centers on the turtle, IAM’s emblem. It is intended to symbolize the way IAM teams operate in their daily work as independent fund and asset managers: Staying the course, charting the path, anticipating the future with foresight, and making the right decisions, according to the agency in a press release. The tagline «The Performance of Independence» is intended to remind people of the ultimate goal of the IAM teams: outperformance.
The campaign consists of 6 corporate ad themes, soon to be followed by 7 ad variations for the mutual funds, and will appear not only in print but also in various other media, such as digital billboards, point-of-sale displays, and the web.
Person in charge at IAM: Michel Thétaz, Pierre Micheloud, Angélique Hofmann-Pittet, Ingo Bionda, Myriam Dorand. Responsible at M&C Saatchi: Olivier Girard (Creative Director), Francois-Louis Noël (Client Strategy Director, Creative), Fred Bry (Copywriter), Fred Doms (Art Director), Nolwenn Tual (Graphic Designer), Helène Ferté (Graphic Designer), Elodie Straub (Account Planner), Kinga Binkowska (Assistant Project Manager).
