Franklin Templeton's Canada office wanted to promote their active fixed income offerings. With rate hikes on the horizon, their take was that just following the indexes is no longer a successful strategy, and that investors should be moving to Active Fixed Income. Their media buy included digital, print and OOH.
Following our standard working method, the writer and I met and brainstormed in order to create six initial concepts for the client. We used the feedback from this initial meeting to create more refined moodboards with image and headline options. Again we used feedback to refine our next round, this time with mocked-up options for the ad, and from there the client made their final selection.
