AML Group wins Vanguard European account

Mark Johnson's picture
by Mark Johnson

Global investment giant Vanguard has appointed AML Group as its lead creative agency across Europe for both B2B and direct to consumer audiences.

London-based AML was appointed following a competitive four-way pitch handled by Vanguard’s Head of Marketing, Europe, Laura Curtis and her team.

The B2C campaign will position US-based Vanguard as the UK’s go-to investment service, a name synonymous with fairness and exceptional value for money.

Founded in 1975 by John C Bogle, Vanguard’s mission is to make low-cost, investment-based saving available to everyone. 

Now one of the world’s largest investment firms with $5.6 trillion under management, the firm is focused on reducing the cost and complexity of investing, for UK and European investors.

Following the launch of Vanguard’s UK Personal Investor service (recently named top-rated for value for money and customer satisfaction by Which?), the campaign will aim to grow a movement of empowered savers who help each other to do better with their savings. The more people join, the better value Vanguard is for everyone.

“Vanguard is an extraordinary company with the potential to become a massive household name” said Ian Henderson, CEO, AML Group. 

“They pioneer low-cost investing and have a unique people-first, mission-led culture. We are thrilled to be joining the Vanguard crew!”

The B2C movement-building campaign may include a variety of traditional and digital along with social and experiential media, and is slated to launch simultaneously across the UK and select markets in Europe in 2020.

Laura Curtis, Vanguard, Head of Marketing, Europe, said: “AML nailed the brief! Their understanding of our business and the financial services landscape was exceptional and their mantra of ‘Simple Ideas for complicated businesses’ resonated with our own approach. 

“We’re looking forward to an investment revolution!”

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