Campaign details
Brand: InvescoLead 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.
Strategy
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...