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Powerful Branding
AGF has created and built a distinctive brand experience. In everything from client services to community sponsorships and advertising, customers and potential customers experience the qualities that define and embrace the AGF brand.
“What are you doing after work?” ignites the brand through advertising and is articulated in all other brand expressions. This year we continued our advertising campaign, highlighting the notable retirements of Quasimodo and “Thing.”
According to independent research conducted by Ascot Marketing this year, “AGF’s campaign has become not only one of the most effective branding messages we have seen in the mutual fund industry, it is also one of the most effective branding messages you will find in any industry.” Our campaign was honoured as Best Print Advertising and Best Overall Campaign at the Canadian Mutual Fund Awards.
We continue to build our brand through ongoing initiatives designed to connect with all our constituents. Moneyworld is a global multimedia property and a project that straddles our branding and global ambitions. It represents a strategic tool designed to build the AGF brand and generate advertising and licensing revenues worldwide. This venture combines an innovative television series, launched in October 2000 nationally on Global Television in Canada and on CNBC Asia and Nikkei Television in Japan, along with a website at themoneyworld.com. In 2000
and 2001, we will produce 18 new episodes on the world of money.
To reinforce our “What are you doing after work?” positioning, AGF assumed major sponsorships in the Montreal, Toronto and Vancouver film festivals in 2000 and will build on these sponsorships in 2001.
With the AGF tiger as one of the most recognized symbols in the industry, we intensified our commitment to environmental initiatives to protect the Sumatran tiger. Through work with World Wildlife Fund and the Toronto Zoo, AGF has made major contributions to the conservation of this species. |
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