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Mackenzie Investments debuts new branding

Toronto-based financial company Mackenzie Investments has undertaken a rebranding initiative. According to the company, the new brand identity is intended to better reflect its values, strengths and heritage. The branding includes a new logo that combines its previously-used castle imagery with shapes and colours intended to convey forward momentum. The company has also adopted the corporate tagline, "Confidence in a changing world."

The new branding is being introduced with an advertising campaign comprising print, outdoor and digital advertising, as well as social media activities. The creative makes use of the thematic question, "What is confidence?"

"Our new brand reflects the strong brand equity that Mackenzie has developed over the years and has been refreshed to reflect who we are today and where we are going," said Su McVey, senior vice-president of marketing at Mackenzie. "The branding has been modernized and symbolizes a sound, established company with an innovative and competitive edge that can confidently help navigate the changing world."

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