In 2005, Legg Mason swapped its brokerage network to Citibank in return for Citi-managed investments like Solomon Smith Barney mutual funds.

Result: an entirely new Legg Mason, one of the world’s leading asset management companies. But unike competitors, Legg Mason preserved the independence of its individual investment specialists. Royce, for example, was expert in small cap funds; Western Asset in fixed income.

Asked to communicate this unique strategy, our solution was visual, simple, and elegant. Component pieces of beautiful objects - a violin, a fine watch, and more - were portrayed as "Individually impressive. Together, extraordinary."

Initially planned to run for only three months, Legg Mason doubled the ad budget and ran the campaign for over a year.

And in 2007, the campaign was named the best financial services print campaign by the Financial Communications Society.

Services: Advertising
Legg Mason Watch

 
Legg Mason Bike

 
Legg Mason Violin

 
Legg Mason Fly Rod