Creative strategy & Copywriting | Sports marketing is an important vehicle for Putnam Investments to market its brand to financial advisors and investors. Putnam has exclusive brand partnerships with the New England Patriots, Boston Celtics, and US Ski and Snowboard teams. As with all brand partnerships, the challenge is to find natural synergy between the brands, while telling a compelling story.
With the “Always Active” brand campaign for Putnam, I created a messaging approach that highlights the shared values, objectives, and qualities that drive both Putnam’s team and their sports partners.
“Always Active” messaging highlights the parallels between the legendary sports franchises’ abilities to adapt quickly, work as a team, and maintain focus on long-term goals, with Putnam’s active investment approach that employs similar principles and a team approach to help investors succeed over the long-term.
Over several seasons, we have evolved the theme to work for NFL, NBA, and ski partnerships, and rolled the creative out across multiple brand touchpoints and experiences.
Campaign Elements
Digital & print advertising
Radio & TV advertising
Social media
Digital video
In-stadium experiences
Verbal Branding + Content + Food Writing 