Thrivent Mutual Funds have a slick new logo and website and accompanying advertisement push that executives hope will appeal to a wide array of investors. Local agency Martin Williams Advertising revealed the refreshed brand earlier this week.
According to a release, Thrivent Mutual Funds, sponsored by Minneapolis-based financial services organization Thrivent Financial, wanted to differentiate itself from competition.
"The strength of Thrivent Mutual Funds lies in the expertise of the over 100 investment professionals who are actively managing these funds," said Steve Casey, Martin Williams VP and group creative director, in a statement. "We wanted to leverage that human expertise in the face of today's market trend in which mutual funds are managed by algorithms alone, a practice popularly referred to as robo-advising. The creative approach is based on the insight that robots can't do things like humans can."
The advertising campaign includes a series of eight television spots, which were directed by Theodore Melfi, that have robot advisors trying to do office tasks. See below for one of the ads. In addition to the commercials, print and out-of home advertisements, billboards, bus wraps and other ads will launch as part of the campaign over the next few months.
