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BARCLAYS iSHARES


Challenge: It’s 2007. People don't trust financial institutions. So how do you successfully launch a major new investment fund brand?

Solution: You use that distrust to your advantage. Using digital to position iShares as the first brand specifically designed to remove the tricks and smokescreens of traditional investment companies – and give customers visibility and clarity they could trust. The idea took off. Within 24 months of the launch, iShares was a $4 billion brand.

Agency: OgilvyOne















iSHARES: 70'S MOVIES

iSHARES:MONEY

iSHARES:FOG

iSHARES: REMORSE

iSHARES: PILLARS

The campaign featured the first page takeover of 'The Wall Street Journal site – symbolically asserting iShares planned takeover and reform of the financial sector

iSHARES DM

Alongside digital, I've also produced plenty of supporting DM for specific iShares and iPath funds. First at OgilvyOne and later at MRM//McCann. 



NOW TRY...

BLACKROCK

Five years later: iShares is now a BlackRock brand – and the market leader.  How can we use apps to maintain its lead against low-cost competitors?

VIEW

BARCLAYS iPATH

How do you explain vastly complicated financial products to the average investor?

VIEW

VISA 

How do you raise awareness and use of a major credit card brand?

VISA

CITIBANK

If you could launch only one new type of credit card during the financial crisis what would it be?

VIEW

TESTIMONIALS

  • ”Mike is the finest creative mind I've ever had the pleasure of working with. His ideas are invariably bold, simple and powerful. They demand the attention of consumers and award juries alike. A Mike Kerr idea is as hard-working as it is delightful. Mike is a challenge to work with - in every positive sense of the word. He challenges briefs, objectives and preconceptions to deliver ideas which challenge orthodox marketing. Mike is a leader who brings out the best in his colleagues, whether Art Director, Account Manager or Client. If you desire heavyweight brainpower to deliver powerful ideas for your account - and galvanise a team - I have no hesitation in recommending Mike Kerr to you. "

    Richard Clark
    Planning Director at McCann Enterprise

  • “I have had the pleasure to work with Mike for over 10 years. For the past 6 years I’ve been Creative Director at four different agencies and he is always my No.1 choice Copywriter. A creative genius, master craftsmen with words, passionate, enthusiastic, friendly and gregarious character, every brief I have worked with him on he exceeds every expectation. First time, every time. He would be a 

    priceless resource to any advertising agency and a valuable asset on any account! "

    Carl Wagstaff
    Creative Director at SMRS

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