INVESTING TO MAKE A MARK
Whilst Ontario Teachers Pension Plan has a strong reputation in the market, the leading reason for not being willing to partner is simply a lack of familiarity. To get there, OTPP needed to have a clear focus and strategy as an investor, articulate how they are helping to build better businesses and a better world, and show that they are a partner dealmakers can trust.
In partnership with the OTPP marketing team, we built a new brand strategy to differentiate Teachers’ and attract the right talent and partners in key priority markets. Together we created a new brand promise, which merged their mission & purpose and resulted in a new tagline – Investing to Make a Mark. We developed new brand guidelines, a logo to refresh the brand and a set of case studies showcasing the investments at Teachers’. Along with this, we created a launch campaign that aimed to debunk the stereotypes of the investment world. The campaign was rooted in what OTPP does, using original and authentic imagery to capture the way OTPP sees the world and the businesses they back. Ultimately creating a more contemporary framing of the subject matter and the brand.
The new brand and brand video launched on their new website on November 22, along with their organic social pages on LinkedIn, Twitter and Facebook. Their paid activity on LinkedIn launched the week of 28th November across a number of markets, including the US and UK.
Irresistible studios, Production