The company, formed from the merger of the asset management businesses of OCBC Asset Management and Straits Lion Asset Management, has tasked Euro RSCG with new brand and product briefs, after awarding the agency the business via a four-way pitch last December.
The brand campaign, accordingly, aims to drive recognition of the new entity among private investors. Running in the Sunday Times and the Straits Times, the ads combine a headline designed to grab attention with copy detailing Lion's heritage.
One execution, for example, features the headline 'Perhaps you haven't heard of us. That's about to change,' along with the strapline, 'Look for Lion'.
The brand campaign is followed by a product push for Lion's Global Flexi Fund. In addition, collateral and point of sale materials will be distributed through the banks and other distribution channels.
"As we are simultaneously building the brand and communicating the superiority of its product portfolio, we needed a creative approach that would quickly establish recall and generate a call to action for the audiences," said Euro RSCG executive creative director Charlie Blower.
"The simplicity of 'Look for Lion' achieves both of these objectives effectively."
Lion Capital unveils first campaign
New fund player Lion Capital has launched its first advertising campaign since beginning operations in September 2005.
