Rotterdam, 29 September, 2014 – Robeco, a leading international asset manager based in Rotterdam, has appointed London creative agency AML to develop its new brand platform. The platform has been developed to create consistency in Robeco’s advertising across the globe, and has now officially launched with a global brand campaign this September. The new campaign is running across Asia, Europe and the Middle East, coinciding with Robeco’s sponsorship of Team Brunel in the Volvo Ocean Race.
The launch of a global brand campaign reflects Robeco’s new strategy for accelerated growth through its further expansion into international markets. Robeco has grown into one of the strongest financial brands in the Netherlands and with its continuing global expansion, has taken a fresh approach to ensure that this strength is translated across all its markets and target audiences.
To achieve this, AML’s brief has been to refresh the brand across all mediums; from print and online advertising to Robeco’s website, webcasts and events. By taking a fresh and coordinated approach, built on the strength of the existing brand, Robeco and AML have created a clear connection between all of its global marketing communication activities whilst leaving the essence of brand untouched.
Lambèr Korsten, Head of Global Branding at Robeco, comments: “The new brand platform AML has developed consists of powerful imagery showing people in a world built up of so-called wireframes. At Robeco, this portrays how we look at the world. We are not interested in seeing just the ‘surface’. We want to know what is underneath, what is inside, analyze, understand and go beyond the obvious.”