Diverge.Benudiz, Blott,

McCook, Nah, Stewart

Diverge.

2

We are an analytical, multicultural agency, committed to providing insight and innovative communication solutions. We simultaneously respect our clients’ roots

and maintain their brand essence, while encouraging growth and fostering exploration. Our worldly perspectives appeal to and offer insight about our clients’

diverse audiences and their various needs.

Insights

3

Planning for Retirement● More people are worried about retirement than are planning for it1

● Planning for retirement is not simple or enjoyable so people avoid it2

● Affluent consumers are more concerned about providing for future generations rather than having enough money for their own retirement3

4

Lack of Awareness● Customers that are satisfied with

their current financial planning firm are unaware of Ameriprise4

● While they may have heard of it, they don’t know of its offerings

● They are unaware of the long history of the company

5

Competitive Insight● Edward Jones: “Making Sense of Investing”5

Knowing our clients personally is why Edward Jones is a big company that doesn’t act that way.6

● Fidelity: “See the Difference”7

Open an account and find more of the expertise you need

to be a better investor8

● Charles Schwab: “Own your tomorrow”9

You ask a lot of good questions. But are you asking

enough about how your wealth is managed? Charles

Schwab wealth management.10

● Raymond James: “Life well planned”11

See what a Raymond James advisor can do for you.12

6

Untapped Market● Majority of wealthy women make

wealth management decisions in their households

● Women are more open to receiving support from financial advisors13

● Women exercise decision making power over 39% of investable assets in the United States

7

New Generation● Millennials are outnumbering the Baby Boomers and represent the future of

financial planning ● They are currently not being targeted as they do not have a lot of wealth, they

feel alienated by other large financial services companies● Millennials who do acquire personal wealth are entrepreneurs who solely focus

on their business rather than personal financial planning

8

Broadening the Target● Our campaign will primarily target affluent ($500k - $5MM) Caucasian males

with higher education who are married and living in suburban areas who are concerned about how their wealth will support themselves and their families in the future.

● In order to focus on business growth, our campaign will also target:○ Affluent women who are responsible for making financial decisions○ Young entrepreneurs who need assistance managing their personal wealth

9

Creative Platform

10

Creative BriefProduct/Service:

Ameriprise Financial Services, leading financial planning company in the U.

S. and #1 provider of quality investment advice

Situation:

Acquire more clients with a clear focus on affluent clients with $500,000

to $5,000,000 in investable assets

Objectives:

1. Draw new customers in by helping them switch away from their

old company.

2. Keep in mind inspiring present advisors, tighten relationship with

existing clients

3. Deepen client relationships with relevant advice and solutions

and inspire more productive advisors

Target Audience/Community:

$500k - $5MM affluent adults: 62% male, 86% Caucasian, and 75% have a

4 year college degree or higher (40%+ have a graduate degree)

Predominantly married, living in suburban locations, and about four in ten

support dependent children

Current Beliefs:

More certified financial planner professionals than any other firm, A rated,

#1 provider of quality investment advice, rated one of the most trusted

investment firms, 96% of clients engaged in our Confident Retirement feel

the advice addresses their needs

Desired Beliefs (or outcome or action):

Because Ameriprise has been with Americans since 1894, it is the financial services

company that customers can trust to securely invest their money

Insight that reveals the human nature we can tap into:

Affluent clients are more concerned with preserving their fortune and having an

impact far into the future, rather than simply having enough money for retirement.

Relevant topical cultural trend or tension:

Consumers are increasingly seeking validation from online collective when it

comes to making financial decisions.

Baby boomers are retiring, which affects our campaign because they need to plan

their for their future when they are no longer working. In addition, we want to

target the next wealthy generation by appealing to millennials..

The one thing we want to communicate:

Your past, present & future

What supports our claim:

1. Been around since 1894: 120 years of service

2. #1 provider of quality investment advice

3. The working assets of Ameriprise grew from $400 billion to $800 billion

for the past five years

Deliverables and Mandatories

Print, TV, grassroots, social media, and digital 11

New Brand PositioningAmeriprise is the best financial service company for affluent adults with $500,000 to $5,000,000 in investable assets because of its long history with dependable advisors, its ability to keep up with the concerns of today’s world, and its ability to help you plan for your personal future and the future of your family.

12

Creative Campaign

13

Campaign ConceptWe changed the tagline from “More Within Reach” to “Your Past, Present & Future.” Ameriprise’s longevity and triumphant legacy has proven to help its clients throughout economic crises and maintain deep, well-established client relationships.

Ameriprise’s strong company history will show affluent clients that the brand is trustworthy and reliable. Ameriprise continues to be a mentor for its clients, helping

them navigate through the ever-changing economic landscape today, and throughout future endeavours.

14

Campaign Executions

15

TV Print

Traditional

Past, Present & Future

Non-traditional

Digital(Web banner, paid search)

Content marketing

Grassroots

TelevisionThe campaign rests on viewers connecting their own family’s history to Ameriprise’s long history. Thus, this

spot tells the story of one family’s past with the company, beginning back with their roots in 1894.

The spot could begin back in 1890s with a young couple - your great-great-grandparents - getting married &

setting up their lives with the help of then Investors Syndicate in Minneapolis

The story follows through a series of shots of them going through having kids, getting drafted, dealing with

financial crises, having grandchildren, their kids living the Great Depression, paying for college, planning for

retirement, etc. all with the help of their advisors from Investors Syndicate/Investors Diversified

Services/American Express Financial/Ameriprise

Closes with present day - a parent relaying this story to their own child they wait in Ameriprise office for

their advisor to talk about college planning

16

17

Print Ads

18

Affluent males Women

19

20

Digital: Banner Ad

21

Content Marketing● Website created specifically for campaign that will allow people to trace their

family history○ Users can see the amount of money that was required for each family member to retire

○ Users can use the website to see how much money they’ll need for the year they plan to retire

● Tracking the major generations, then measuring inflation to see how much an ancestor would have needed to make so they’d have enough money to live on and retire, and compare it to how much you need to live on and retire

22

23

Paid SearchKeywords: financial advising, retirement planning, financial services, saving for college, investments

Family Financial Advice www.ameriprise.comFind Ameriprise advisors near youPlan your family’s future today!

24

Retirement with Ameriprise www.ameriprise.comAmeriprise advisors work with youPersonalize a retirement plan now!

Ameriprise Advisors www.ameriprise.comVisit Ameriprise advisors nowDiscover your future!

Affluent malesWomen Millennials

Social Media - Twitter

25

Social Media - YouTube

26

Grassroots

27

● To target entrepreneurs, tech-startups, and app designers, we will send advisors to local start-up fairs and tech conferences and talk to young professionals

● Building up a relationship as their businesses get off the ground

○ Allow Ameriprise to say we were there for your

past, we’re here for your present, and we will be

there for your future

Thank you!

28

References1. Menke, Susan. Retirement planning? I’d rather not think about it. Consumer Attitudes Toward Retirement Planning - US. Nov. 2013. Mintel. Web.2. Id.3. Hopkins, James. Not Enough People Have Advisers And New Research Shows They Should. 28 Aug. 2014. Forbes. Web.4. Stewart, Erin. Personal interview. 27 Nov. 2015.5. Edwardjones.com. Edward Jones. Web. 7 Dec. 20156. Edward Jones. Edward Jones Commercial 2015 - Short List - 30 seconds. YouTube. 12 Jan. 2015. Web.7. Fidelity.com. Fidelity Investments. Web. 7 Dec. 20158. AvalonArtistsGroup. Andrew Lee - Fidelity Investments TV Commercial - "See the Difference." Apr. 20. 2015. YouTube. Web. 7 Dec. 20159. Schwab.com. Charles Schwab. Web. 7 Dec. 2015

10. Charles Schwab. Charles Schwab Wealth Management TV Commercial – “Curiosity Blind Spot “:30. 5 Nov. 2015. YouTube. Web. 7 Dec. 201511. Raymondjames.com. Raymond James. Web. 7. Dec. 201512. Raymond James. The Cautious Hat Maker. 13 Jan. 2014. YouTube. Web. 7 Dec. 2015. 13. Staco, Monica. Women more involved in financial decisions of their household. High Net Worth Women – US. Dec. 2014. Mintel. Web.

29