Results and Impacts

The Maxims booklet we produced for fund management company Franklin Templeton fired imaginations all around the world and was published in seven countries – eventually winning The Portfolio International award for the Best Ongoing Advertising Campaign. Closer to home, we also won an IPA award for Best Integrated Campaign. When Franklin Templeton approached the Gate, they were seeking to broaden their appeal and shift their sales emphasis towards more middle of the road financial products. After our ‘Maxims’ campaign, total net sales increased by a staggering 287%.

The Challenge and Objectives

Franklin Templeton was one the world’s biggest global investment specialists, managing funds in excess of £100 billion. However, investing in stocks and shares is widely regarded as a risky business, and Templeton were seen as a high quality, but high-risk provider in an emerging market. Our task was to come up with an idea which would attract investors and highlight Templeton’s financial expertise and distinctive methodology.

Our strategy

Investment guru Sir John Templeton founded the company on a set of unique ‘bargain-hunting’ investment principles, and we used his philosophies as a starting point for our campaign. The idea of ‘Templeton Maxims’ was born, presenting his advice using an appealing combination of straightforward, readable copy and stylish art direction. Our global work with Templeton was carried out over a broad range of tasks, including consumer advertising, IFA communications, DM, PR, corporate and consumer literature, as well as online.