BlackRock Total Return Fund
The Fund had a stellar history of outperformance, but financial advisors tended not to be aware of it. This rich media piece put it in the context of the current challenging fixed income market environment.
Shaking fixed ideas.
Advisors tend to get comfortable with the bond funds they have always used. To break that inertia, we used challenging market conditions as a reason to consider making a change.
Total Return Fund: Standard banners.
Total Return Fund: LinkedIn posts.
What's the Risk?
I also concepted and wrote a campaign for the family of BlackRock bond funds. It built on an insight from client research: 80% of portfolios are riskier than their benchmarks.