Mackenzie Investments, one of Canada’s leading investment management firms, has partnered with creative agency The Garden, a member of the Humanise Collective, to launch a groundbreaking new campaign. “See Things Others Miss” marks a fresh approach to elevate Mackenzie’s brand and articulate their value proposition to investment professionals. With over $220 billion in assets under management, Mackenzie serves financial advisors and institutional clients. As part of its strategy to articulate its commitment to advisors and investors, Mackenzie sought a bold campaign to challenge perceptions and elevate its position in an increasingly competitive market.
“We are deeply invested in our clients’ success. This campaign highlights how our global reach, 16 specialized boutiques, and innovative mindset enable us to achieve that,” said Fate Saghir, SVP Marketing, Mackenzie Investments.
“Unlike competitors in the space, we wanted to cut through the clutter of jargon and break free from the ‘sea of same’ by telling a simple, human story—the power of seeing what others miss,” said The Garden’s Executive Creative Director, Lindsay Eady. “We had fun with caricatures of people who miss the mark, only to showcase our hero as the expert who can truly see the bigger picture.”
The campaign strategically targets financial professionals in their daily environments—capturing attention in the moments that matter most with media placements like Financial District, BNN, and LinkedIn. Beyond traditional formats, the campaign will also explore innovative digital and social activations to spark deeper engagement, utilizing everything from experimental OLV videos to interactive social content, all reinforcing Mackenzie’s position as an innovative, future-focused leader in investment management.
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