Ameriprise Financial Gets Smart with Be Brilliant

The brand continues to promote lasting relationships between its advisors and investors after 121 years and is using a rigorous campaign to drive the message home

American asset management and insurance company, Ameriprise Financial, has rolled-out an advertising push at the national level themed ‘Be Brilliant’ with the campaign focused on illustrating how comprehensive personal financial planning helps investors achieve moments of brilliance in their everyday lives and during retirement.

Anchored by two initial television spots which are respectively titled Passions and Inspired, the marketing campaign’s deliverables were developed by the 121-year-old company’s creative agency-of-record, McCann of Detroit. Media buying and planning efforts were managed by incumbent, Initiative.

The former introduces four individuals who have achieved the financial freedom through hard work and thoughtful planning. As the scenes unfold, each person’s job title is replaced by one that captures his or her current pursuits. The executions are available via the brand’s YouTube channel and are supported by the hashtag #BeBrilliant.

Meanwhile, the latter presents people living life to the fullest courtesy of a sturdy relationship with an advisor. For example, a grandfather sits by a campfire with his grandson and the tagline used is ‘Be There’. Both commercials feature Jake Reese’s Day to Feel Alive and close with the following statement, “When you have the right financial advisor, life can be brilliant.”

No one has goals quite like yours. See how working with a personal Ameriprise advisor can have you well on your way to realizing them. — No one has goals quite like yours See how working with a personal Ameriprise advisor can have you well on your way to realizing them

The ads debuted on 21 September 2015 across CNBC’s Squawk on the Street and on Fox Business News. While set to soon air on evening programmes like Dancing with the Stars, the spots are also scheduled to run during national programming such as the NFL games and primetime shows on ABC and CBS.

Furthermore, they will also be seen during Sunday morning and evening news segments as well as a variety of cable news and lifestyle programming on CNN, The Discovery Channel, and The Food Network. In addition to the broadcast advertising, a robust digital campaign will feature digital display, paid search, and social media creatives.

Ameriprise is using ‘Be Brilliant’ as inspiration for its nationwide network of 10,000 financial advisors and thousands of employees. Backed by the firm’s exclusive ‘Confident Retirement’ approach, the push encourages investors to build a plan surrounding covering essential expenses, prepare for the unexpected, live life, and create their desired legacies.

“Our advisors help clients feel confident about their finances and empower them to be exceptional in their daily lives and in retirement. These ads capture that spirit and illustrate our passion for preparing clients for all of life’s possibilities,” said Marie O’Neill, Senior Vice President of Marketing of Ameriprise Financial.