Cape Town-based investment group Prescient Investment Management have used iArt’s Beth Diane Armstrong to create a series of sculptures for their first ever full-scale advertising campaign.
Press Release
Novel nature imagery highlights unique investment style in new Prescient campaign
Cape Town based investment group Prescient Investment Management has chosen a quirky manner in which to launch its first ever full-scale advertising campaign. Working through full-service communications agency M&C Saatchi Abel, Prescient has chosen to portray itself through novel, yet unlikely, nature imagery, using the likes of the rhinoceros, as well as the tortoise.
According to Sharon Bailey, Prescient’s Head of Business Development, the selected animals symbolise the group’s traits. “The rhinoceros characterises our conviction. We only believe in one way of doing things, and that’s the right way.” The campaign will launch using the rhinoceros, followed by images of the tortoise and later of migrating geese. Bailey says the tortoise highlights Prescient’s focus on the preservation of funds and its long-term outlook. “We offer our clients returns that are steady and consistent– and are, therefore, proud to be tortoises. We are saying that in this volatile investing environment, we offer the ability to truly manage risk to meet each client’s tolerance level.” The flock of migrating geese symbolises the group’s emphasis on consistently working together, in a specific formation.
M&C Saatchi Abel has brought in sculptor Beth Armstrong - an up and coming artist - to help create the imagery of the animals. Recently heralded as one of Art South Africa’s ‘Bright Young Things’, Armstrong works as a gallery artist at the iArt Gallery in Cape Town, and recently hosted her first solo exhibition outside her academic career. M&C Saatchi Abel’s Creative Director, Gordon Ray said, “The concept we’ve developed with Prescient is refreshingly brave for an asset manager in South Africa. Add to that Beth’s unique and fresh style, and the campaign is going to offer something truly different.”
The advertisements will conclude with the sign-off message: ‘How very predictable’. Bailey says that, too, is a feature of the group. “The message speaks to who we are, how we work, and our sense of knowing.”
The advertisements form part of a broader media drive for Prescient. The group has been in existence since 1998, but has steered clear of the limelight, focusing instead on delivering to their clients’ high expectations. The company has, however, now decided that it is time to rebrand, choosing M&C Saatchi to assist in changing its corporate identity and website, and launching a public relations drive.
Bailey says, “It’s time Prescient proudly told the country – and overseas markets – about our successes. Up to now we have focused on generating growth from within, and on delivering on our clients’ mandates. This has resulted in the business growing strongly on the back of client trust and word of mouth. But now we’re spreading that message.”
Prescient Investment Management currently has more than R90-billion of assets under management and has grown 50 percent a year since inception in 1998.
Prescient also recently won the Overall Investments/Asset Manager of the Year award at the Imbasa Yegolide Awards for 2011. Prescient is a quantitative investment management house, focusing on capital preservation and the management of downside risk – particularly in current volatile markets. They do not forecast the market; analysts instead use mathematics to find value across asset classes. This helps manage risk appropriately.
