Positioned human expertise and accountability as the differentiator in an algorithm-driven investment industry.
Franklin Templeton needed financial advisors to adopt their new LibertyShares ETF suite in a market dominated by data-driven messaging. Directed the brand launch campaign and rallying cry that challenged industry narratives about AI and algorithms by positioning human expertise, integrity, and accountability as irreplaceable.
The campaign positioned Franklin Templeton's investment professionals as the essential factor that no algorithm could replicate, driving financial advisor registration on the ETF website and differentiating the brand in a commoditized market.
Campaign case study.
Ads across various financial publications.
OOH in the Financial District, New York .
