Wellington

Challenge

Wellington Management aimed to elevate awareness of its investment quality across key Asian markets, spotlighting the strength of four leading funds. In a region where advertising is often product-driven, Wellington sought to differentiate itself through a bold, brand-led approach centered on its ‘Quality’ investment proposition.

The campaign needed to resonate across two complex markets – Hong Kong and Singapore – in two languages and across diverse formats, from digital screens to out-of-home placements.

Our Hong Kong team was tasked with translating Wellington’s strategic brand platform into a compelling and effective campaign.

Solution

We brought the core messaging to life with a confident and direct strategy, clearly articulating Wellington’s brand identity as a premium, high-quality asset manager that clients can trust.

The brand ads led with the bold statement: ‘Invest in Quality’, designed to cut through the noise of financial advertising and create immediate impact. Product ads reinforced ‘Quality’ as the central theme across each fund.

Drawing inspiration from the ‘W’ in Wellington Management’s logo, we developed a suite of proprietary, meaningful visuals that reflect the firm’s commitment to quality and align with its global brand promise: ‘Invest in Unique Perspectives.’

In Hong Kong, the campaign was localised with Traditional Chinese and featured prominently across tram and bus shelters. In Singapore, it appeared in high-profile digital locations, including a fully wrapped 360° digital display, thoughtfully animated to deliver both brand and product messaging.

Result

The ‘Quality’ campaign is achieving strong visibility across Asia while telling a locally resonant brand story. It’s building awareness in the wealth management space and speaking directly to financial advisors, fund buyers, and high-net-worth individuals.

Clean and elegant by design, the campaign distills Wellington’s core values into a visually striking narrative, strategically placed in high-footfall areas where attention is fleeting but impressions are lasting. It delivers Wellington’s investment message with clarity, confidence, and impact.