{"id":235416,"date":"2022-08-27T16:46:50","date_gmt":"2022-08-27T14:46:50","guid":{"rendered":"https:\/\/mypr.co.za\/?p=120438"},"modified":"2022-08-27T16:46:50","modified_gmt":"2022-08-27T14:46:50","slug":"hellofcb-and-fuelcontent-help-ninety-ones-audience-change-how-they-see-investing","status":"publish","type":"post","link":"https:\/\/www.myza.co.za\/press\/hellofcb-and-fuelcontent-help-ninety-ones-audience-change-how-they-see-investing\/","title":{"rendered":"HelloFCB+ and Fuelcontent help Ninety One\u2019s audience change how they see investing"},"content":{"rendered":"<aside class=\"scaip scaip-1 \">\n<aside id=\"republication_tracker_tool-2\" class=\"republication_tracker_tool clearfix\">\n<h5 class=\"adtitle\">Republish for Free<\/h5>\n<div class=\"license\">\n<p><button name=\"Republish This Story\" id=\"cc-btn\" class=\"republication-tracker-tool-button\">Republish This Story<\/button><\/p>\n<p><a class=\"license\" rel=\"noreferrer license noopener\" target=\"_blank\" href=\"http:\/\/creativecommons.org\/licenses\/by-nd\/4.0\/\"><img decoding=\"async\" alt=\"Creative Commons License\" class=\"lazyload\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/08\/hellofcb-and-fuelcontent-help-ninety-ones-audience-change-how-they-see-investing.png\"><\/a><\/p>\n<p><img decoding=\"async\" alt=\"Creative Commons License\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/08\/hellofcb-and-fuelcontent-help-ninety-ones-audience-change-how-they-see-investing.png\"><\/div>\n<div class=\"message\">\n<p>Republish our articles for free, online or in print, under a Creative Commons license.<\/p>\n<\/div>\n<\/aside>\n<\/aside>\n<p><a href=\"https:\/\/mypr.co.za\/?attachment_id=120439\"><img loading=\"lazy\" decoding=\"async\" alt width=\"300\" height=\"164\" class=\"alignleft wp-image-120439 size-thumbnail lazyload\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/08\/hellofcb-and-fuelcontent-help-ninety-ones-audience-change-how-they-see-investing.jpg\"><\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-120439 size-thumbnail\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/08\/hellofcb-and-fuelcontent-help-ninety-ones-audience-change-how-they-see-investing.jpg\" alt width=\"300\" height=\"164\">Ninety One is one of the most accomplished and decorated asset managers in the business. From a small start-up in South Africa to a global investment manager, Ninety One has been unwavering in its commitment to providing long-term returns for their clients.<\/p>\n<p>However, due to the demerger from Investec and listing as Ninety One in 2020, awareness of the brand and its positioning have been relatively low.<\/p>\n<p>\u201cIt\u2019s been just over two years since our name change,\u201d explains Kotie Basson, Head of Marketing, Africa at Ninety One, \u201cand even though we have a track record spanning more than three decades, and are today the biggest investment manager in South Africa, for many people our name is still relatively unknown.\u201d<\/p>\n<p>As a result, HelloFCB+, were tasked with creating a hard-working campaign that would highlight exactly who Ninety One is and what they do, giving its audience genuine reasons to include them in their consideration set.<\/p>\n<p>\u201cNinety One is a company that fully embraces change, so telling people who they are and what they do in a conventional way just wasn\u2019t an option\u201d, explains Mike Barnwell, CCO at HelloFCB+.<\/p>\n<p>\u201cSo, instead of resorting to a campaign filled with the usual category clich\u00e9s, we decided to shine a spotlight on them instead, and then give people compelling reasons why they should invest their hard-earned money with Ninety One,\u201d adds Barnwell.<\/p>\n<p>Gerhard Pretorius, director of the piece and Head of Concept at Fuelcontent says, \u201cFrom the very first draft of the script, it was clear that this was going to be something completely different. The writing is smart, wry and confident, but one thing we all agreed on from the outset was the tone. We didn\u2019t want to come off as arrogant in any shape or form. Casting was also super important, and so was finding talent that could nail both Afrikaans and English performances. So, casting Marvin-Lee Beukes was a no-brainer.\u201d<\/p>\n<p>Pretorius adds, \u201cWe had to walk a tonal tight rope and didn\u2019t want this to be satire, but rather a light parody of the investment category\u2019s tropes. That\u2019s why the decision was made to shoot in black-and-white as the actor spoke directly to camera while referring to the clich\u00e9d metaphor of a small sapling growing into a mighty oak tree (which was brought to life by the Refinery\u2019s Rory Mark and his amazing team). By turning off all the VFX and switching to colour at the end, what we\u2019re saying is, right now, the world needs results, not clich\u00e9s.\u201d<\/p>\n<p>\u201cThis campaign needed to not only build awareness for our brand, but of course, do it in a memorable and unexpected way. We\u2019re absolutely thrilled with the result,\u201d concludes Basson.<\/p>\n<p>The TVC is accompanied by a fully integrated campaign, comprising of digital, radio and print that highlights a whole host of reasons to believe.<\/p>\n<p><a href=\"http:\/\/mypr.co.za\/contact\/featured\/\">CLICK HERE to submit your press release to MyPR.co.za<\/a>.<\/p>\n<p> <span class=\"post-views-icon dashicons dashicons-chart-bar\"><\/span> <span class=\"post-views-label\">Press Release Views since 1 July 2022:<\/span> <span class=\"post-views-count\">169<\/span> <\/p>\n<div class=\"entry-pagination pagination\">Pages: <span class=\"post-page-numbers current\"><span class=\"screen-reader-text\">Page <\/span>1<\/span> <a href=\"https:\/\/mypr.co.za\/hellofcb-and-fuelcontent-help-ninety-ones-audience-change-how-they-see-investing\/2\/\" class=\"post-page-numbers\"><span class=\"screen-reader-text\">Page <\/span>2<\/a><\/div>\n<p><a href=\"https:\/\/mypr.co.za\">Source: MyPR.co.za<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Republish for Free Republish This Story Republish our articles for free, online or in print, under a Creative Commons license. Ninety One is one of the most accomplished and decorated asset managers in the business. From a small start-up in South Africa to a global investment manager, Ninety One has been unwavering in its commitment [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":235417,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","ngg_post_thumbnail":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[9021,1],"tags":[3257],"class_list":{"0":"post-235416","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-mypr","8":"category-south-africa","9":"tag-mypr","10":"entry"},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/08\/hellofcb-and-fuelcontent-help-ninety-ones-audience-change-how-they-see-investing.png","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/235416","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/comments?post=235416"}],"version-history":[{"count":0,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/235416\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media\/235417"}],"wp:attachment":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media?parent=235416"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/categories?post=235416"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/tags?post=235416"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}