AB wins Financial Marketing Strategy Award for 'Active ETFs with Flex Appeal' campaign

We are thrilled to announce that Living Group client AllianceBernstein (AB) has clinched a Gramercy Institute Financial Marketing Strategy Award for its latest ETF campaign, winning the ‘Business-to-Multi-Target’ category.

In the highly competitive U.S. ETF market, it’s a significant challenge for asset management firms to differentiate themselves. Adding to this, target audiences are increasingly seeking opportunity and flexibility, making it essential to communicate the right value proposition.

Rising to this need, we devised a strategy centered around choice, developing the ‘Flex Appeal’ campaign based on the strengths of AB’s ETF flexible offer and the market-leading team that actively manages each fund.

The creative result is a campaign that once again stands out with confidence in a crowded and noisy sector. And the financial result? AB has grown from zero ETF assets under management in October 2022, to over US $5billion AUM today, building a market leading brand and reputation. They are the active ETF asset manager with ‘Flex Appeal.’

Find out more about our award-winning work for AB’s range of active ETFs.

About the Financial Marketing Strategy Awards

Gramercy Institute established this award to recognise strategic excellence in financial marketing – the most critical element of a successful marketing endeavour-especially in the financial services sector. Congratulations to all this year's winners.

The award will be presented at the Gramercy Institute Financial Marketers' Forum in New York on March 27^th, 2025.

Need a campaign that cuts through the noise?

Speak to one of our experts: Duncan Shaw in New York, Greg Hobden in London or Gigi Yung in Hong Kong.