J.P. Morgan Asset Management wanted to promote its range of income funds – but standing out in a space dominated by well-established competitors required more than just another ad campaign. Awareness wasn’t enough; perception had to change.

Changing perceptions about J.P. Morgan's income capabilities was a strategic positioning issue and our job was to bridge an important ‘knowledge gap’.

A standard awareness campaign wouldn’t cut it. Instead, we flipped the strategy. Rather than just telling financial advisers about J.P. Morgan’s income expertise, we demonstrated it.

We needed to provide clarity from complexity, and this thought became the genesis of "Income Intelligence" – a content-driven platform built as a long-term resource rather than a short-term ad play. We designed and developed an innovative website that housed expert insights, market analysis, and practical tools, making it an essential hub for financial advisers navigating income strategies.

The campaign to drive engagement was equally strategic – rather than chasing clicks, we positioned J.P. Morgan as the go-to source for income expertise. Integrated advertising directed advisers straight to high-value content, reinforcing credibility at every touchpoint. 

By providing help, not hype, J.P. Morgan did more than just generate awareness – it reshaped industry perception, making advisers turn to them as trusted income leaders.