Global investment brand Nikko Asset Management appoints Chemistry to lead brand strategy and creation

Left: Hayley Kiillip and right: Susan Young

Nikko Asset Management, KiwiSaver leader and investment brand, chose Chemistry to lead its brand strategy, creative development and media planning after a competitive strategic pitch.

Since its beginnings in New Zealand in 1994 as Norwich Union Fund Management, Nikko AM now actively manages NZ$7.65 billion* of investments, making it one of the leading investment brands of New Zealand for individual investors, companies and institutional investment bodies in the Kiwi. Nikko AM is one of Asia’s leading investment brands.

According to recently published research, more than a third of Kiwis feel less affluent than twelve months ago. With inflation at its highest level in 32 years and a steadily rising consumer price index (CPI), consumer sentiment has taken a hit. 47% of respondents are very concerned about the rising cost of living.

Mike Larmer, co-founder of chemicals, says: “In just over a year, economic confidence has fallen by almost a quarter to just over 50%. Savers and investors are increasingly aware of the performance of their KiwiSaver and general savings. By reinvigorating the Nikko AM brand, we want to demonstrate that there are smarter options for managing personal money and growing savings.

“The company has been helping Kiwis for almost thirty years. We want to build on the assurance and trust that comes from long-term investment in a brand,” adds Larmer.

Sharon Evans, New Zealand Marketing Manager for Nikko Asset Management Group, said: “Chemistries not only showed a deep understanding of our brand, but strategically highlighted how we can capitalize on our points of difference for faster growth in New Zealand. Chemistry will work on several new strategies including branding, creative positioning and channel planning. What really stood out was the level of deep thinking that chemistry likes to do from the start; it fits perfectly with our way of working.

Chemistry business partner, Haylee Killip, says: “Nikko AM’s emerging proposition and approach to investing means they can confidently position themselves as a knowledgeable, well-established and trusted brand, attracting groups of investors who appreciate these attributes. Being part of their new management is very exciting for our team.

Chemistry Co-Founder and Co-Creative Director Susan Young adds, “With a focus on growth, we will take a unique approach to our creative strategy, which is to test new things and leverage innovation that already exists within the company. . The drive and passion of Nikko AM seems like the perfect match for us.

The win for the Nikko AM account represents further momentum for Chemistry, which was recently recognized 5th in Australasia for Creative Effectiveness in Campaign Brief’s The Work 2022.

The appointment is effective immediately.

Michael J. Birnbaum