Having a strong creative proposition is important. For those businesses that advertise, the objective is generally twofold – to retain clients by being front of mind and to attract new clients. But advertising is more than a few nice pictures with a pithy headline. It’s important to ensure the advertising creative is working as hard as it can. It needs to tell people who you are and what you stand for.
This is why Allan Gray has launched our ‘Less and More’ campaign. We want to remind people what we do more of and what we do less of. We are different to most fund managers, as we strongly believe that you can’t be the same as everyone else and get a different outcome. This staunch conviction led the creative process and the development of the headlines below.
There is a clear rationale for the animals we have used in our creative. The majestic cheetah is both strong and independent, as well as being a courageous, non-pack animal. This speaks to our contrarian and independent core traits. While an owl is also independent, it is patient and wise. This reflects our long-term approach, which demands patience.
This advertising campaign has appeared primarily in trade media in both digital and print format, as well as some mainstream spots in the Australian and Australian Financial Review newspapers. You can view a selection of our advertisements on this page, including our short 15 second video commercials.
Industry awards
We were thrilled to be nominated in multiple categories as finalists in this years ‘Marketing, Advertising & Sales Excellence Awards’ run by Rainmaker, who recognise companies in the financial services industry which excel in the fields of marketing, advertising and sales. Allan Gray won the coveted ‘Digital Marketing Campaign of the Year’ award for its digital advertising, currently appearing throughout trade media. And Chris Inifer won the prestigious ‘Executive of the Year – Distribution’ award. We would like to extend a big thank you to all those who voted for us.
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Equity Trustees Limited ABN 46 004 031 298, AFSL No. 240975 is the issuer of units in the Allan Gray Australia Balanced Fund ARSN 615 145 974, Allan Gray Australia Equity Fund ARSN 117 746 666 and Allan Gray Australia Stable Fund, ARSN 149 681 774 (Allan Gray Funds) and units in the Orbis Global Equity Fund (Australia registered) ARSN 147 222 535, Orbis Global Equity LE Fund (Australia registered) ARSN 613 753 030 and Orbis Global Balanced Fund (Australia registered) ARSN 615 545 170 (Orbis Funds). Allan Gray Australia Pty Limited ABN 48 112 316 168, AFSL No. 298487 is the investment manager of the Allan Gray Funds.
Past performance is not a reliable indicator of future performance. There are risks involved with investing and the value of your investments may fall as well as rise. This represents Allan Gray Australia Pty Limited and Orbis Investment Advisory Pty Limited’s view at a point in time and may provide reasoning or rationale on why we bought or sold a particular security for the Allan Gray or Orbis Funds or our clients. We may take the opposite view/position from that stated, as our view may change. If this article is authored by Orbis, it does not prohibit the Orbis Funds from dealing in the securities before or after this article is published. This article constitutes general advice or information only and not personal financial product, tax, legal, or investment advice. It does not take into account the specific investment objectives, financial situation or individual needs of any particular person and may not be appropriate for you. We have tried to ensure that the information here is accurate in all material respects, but cannot guarantee that it is.
You should consider the relevant funds’ Product Disclosure Statement (PDS) or Information Memorandum (IM), as applicable, before acquiring, holding or disposing units in the Allan Gray or Orbis Funds. The PDS or IM can be obtained from
www.orbis.com.au and www.allangray.com.au.
Target Market Determinations (TMDs) for the Allan Gray products can be found at
allangray.com.au/PDS-TMD-documents,
while TMDs for the Orbis Funds can be found at www.orbis.com.au on the 'Forms' page under 'How to Invest'. Each TMD sets out who an investment in the relevant Allan Gray or Orbis Funds might be appropriate for and the circumstances that trigger a review of the TMD.
Managed investment schemes are generally medium to long-term investments. They are traded at prevailing prices and the value of units may go down as well as up. There are risks with investing the Fund and there is no guarantee of repayment of capital or return on your investment. Subject to relevant disclosure documents, managed investments can engage in borrowing and securities lending. A schedule of fees and charges is available in the PDS.