Invesco Trimark conducts branding campaign
Investment management company Invesco Trimark of Toronto has begun its first brand campaign since ceasing to be AIM Trimark. The campaign is intended to promote the renamed company to Canadian investors and financial advisors. The campaign, called "Greatest Goal," uses imagery of hockey players Wayne Gretzky and Maurice Richard to convey the idea that two players together make an effective team. The print and television ads depict Gretzky and Richard playing on the same ice using new and archival footage of the two players. The campaign began Sept. 15 and will run until the end of the year. The effort also includes two weeks of online advertising. The campaign was developed by Grey Canada. "The very thought of two respected hockey icons such as Wayne Gretzky and The Rocket playing together reflects the dream of combining the best of Trimark's and Invesco's capabilities," said John Maniatis, vice-president of marketing communications at Invesco Trimark. "The powerful emotional and inspirational qualities of the 'Greatest Goal' idea enable us to communicate our brand promise simply and evoke an immediate understanding from Canadians."