MakING VANGUARD MORE VALUABLE THAN EVER

In 2020, Vanguard was the biggest fund manager most British investors couldn’t name. 22nd for spontaneous awareness, on 3%, in a category where recall is essential.

Then Value to Investors came along. Real people saying what they actually value: low fees, straightforward investments, knowing where their money is. I oversaw the 2nd and 3rd editions of the campaign – Millions and Loving the Value.

The picture now is very different. Spontaneous awareness is 24% and Vanguard sits third in the market, having overtaken Aviva and Barclays. Consideration has gone from 19% to 50%. Brand preference from 5% to 19%. Nearly one in four UK investors now name Vanguard unprompted, the highest in the brand’s history, and it happened while being outspent.

Bronze at the IPA Effectiveness Awards. Role: ECD. Full credits here.