• by Larissa Faw , February 19, 2020

Ameriprise Financial is appointing FCB West as creative agency of record following a competitive review. McCann Detroit served as the incumbent agency. Media planning and buying were not part of the review and will remain with the New York-based agency Initiative.

Under this new relationship, FCB West’s San Francisco office will help the financial company evolve its brand first established nearly 15 years when American Express spun off the company as an independent firm. 

The agency’s scope includes work for Columbia Threadneedle Investments. FCB West will be responsible for integrated brand creative and strategy for both organizations.

Ameriprise’s advertising has been consistent over the years. In 2019, Ameriprise introduced the latest iteration of its Be Brilliant platform designed to demonstrate how the company helps clients achieve “moments of brilliance” in their everyday lives and retirement. This campaign included TV spots as well as online advertising, social media creative and customizable content available for Ameriprise advisors to use in their local markets.

Each year since Ameriprise debuted the Be Brilliant framework five years ago, the company has developed specific creative tailored to the company’s in-depth research, with specific emphasis on those in their early 40s through retirement. 

As part of its 2019 brand evolution, Ameriprise also updated its visual identity, with a refined color palette, new visual elements and more modern photography. Earlier, the company’s brand positioning suggested it helps a client to have a “Confident Retirement.”

Now, Ameriprise is entering a new chapter with a different agency partner though it is unclear whether the Be Brilliant platform will continue to be used going forward. “FCB’s fresh strategic thinking, strong analytical capabilities and innovative creative will help showcase our financial advice value proposition to even more households,” said Marie O’Neill, senior vice president of marketing at Ameriprise.

Ameriprise spent $10.47 million on advertising between January and September 2019, according to Kantar Media. The company’s full 2018 ad budget was $17.75 million.