• by Tanya Gazdik , December 14, 2017

Franklin Templeton Investments is launching a global campaign that represents the belief that better outcomes in investing, and in life, come to those who have ambition to seek them.

Themed “Reach for Better,” the effort, from Atmosphere Proximity, includes TV, print and digital advertising. It will be rolled out globally in 2018.

“Our goal was to create a bold message that clearly articulates what Franklin Templeton stands for and how our approach to investing benefits our clients,” said David McSpadden, executive vice president, global marketing services for Franklin Templeton Investments, in a release. “This is especially important now as our industry evolves and asset managers need to more clearly articulate their value.

The notions of “ambition” and “continually advancing” guided the marketing since these traits are already embedded in how Franklin Templeton operates as a company, McSpadden says.

The campaign taps into a philosophy that’s been at the center of Franklin Templeton’s culture and core values for over 70 years, adds Jenny Johnson, president and COO of Franklin Templeton Investments.

The first ads that launch will focus on the never-ending pursuit of great achievements across industries—and the investment opportunities that arise from such advancements. Videos and other related content is available on the “Reach for Better” microsite at franklintempleton.com/reachforbetter.