Campaign details

Brand: Invesco
Lead agency: LIDA

Campaign Overview

Invesco had snapped up PowerShares and Source EFTs. Exchange-traded funds offer low-cost and transparent liquidity, but Invesco wasn't known for these products.

The company set out to establish itself in the market.


Invesco's pedigree was in Active Investment Management, where fund managers focus on bettering market benchmarks.

Acquisitions PowerShares and Source brands are rooted in Passive Investment Management, where automation rules performance. That made it tricky to establishing Invesco as a master of exchange-traded funds (ETFs).

LIDA took the time to understand what professional investors thought of ETFs and learned what matters most is achieving their investment objectives.

They also welcome a new, better way of doing things - whether day-to-day or in the long term.