917 554 5960 / carljbaldassarre@gmail.com
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BlackRock for bonds.

In a world of indexes, professional management can still make a big difference in bonds. In 2016 and 2017, I led creative for digital, social and print campaigns targeting financial advisors. During this time, BlackRock's bond assets increased by roughly 25%, to just over $1.5 trillion.

BlackRock Total Return Fund

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.

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: Standard banners.

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Total Return Fund: LinkedIn posts.

Total Return Fund: LinkedIn posts.

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What's the Risk?

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. 

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