Capital Group - Brand Campaign

Context
In 2020, Capital Group, one of the largest and oldest investment companies in the US with over $3 trillion dollars in assets under management, launched their multi-channel, multi-market brand campaign with TBWA as their agency partners.

My role
Although I joined after the core creative was developed, I was responsible for leading the global marketing adaptations of the campaign.
Being a polyglot, I was a natural fit for this complex assignment.

Juggling between time zones and different cultural personalities, I played a key role in adapting the campaign for nine different markets: Canada, Spain, Italy, France, Switzerland, the UK, Germany, Hong Kong, and Singapore.

This involved navigating:

• Language and cultural sensitivities

• Local regulatory restrictions

• Footage re-edit and new script development

• Rights management tailored to each market’s needs.

Additional challenge
Not only were we launching a brand campaign in markets that barely knew the brand, we were launching in the middle of a pandemic, and market volatility.

Results
The campaign achieved exceptional outcomes. Most notably, in some markets, achieving up to 40% increase in brand awareness. It was a standout experience in managing large-scale global brand efforts with nuance, precision, and collaboration across regions.