T. Rowe Price has launched a new global branding program called “The Power Of Curiosity” which is designed to convey how active questioning conducted by investment professionals drives more informed insights that can better enhance the investment process.   

Digitas New York is the firm’s agency for strategy, creative, and production, and Assembly developed the media buying plan.   

The new work aims to raise brand awareness and increase favorability and consideration of its investment capabilities.    

The spot leading the campaign (which can be seen here) launched February 20th on national and local television commercials, streaming services, digital, and online video advertisements. Additional content will also roll out across social media, print media, partnership channels, and in global markets over the coming months.