TORONTO, Oct. 26, 2015 /CNW/ - Mackenzie Financial Corporation (Mackenzie Investments) today launched a new brand identity that reflects the company's values, goals and strengths, including its unique heritage as a firm committed to innovation and thought leadership.
The Mackenzie Investments brand identity highlights the company's history of strength and stability combined with a renewed commitment to innovation, thought leadership and being the best partner to advisors with an unrelenting focus on providing successful outcomes for investors. The firm's new visual identity – exemplified in a new logo – continues the use of the iconic castle keep symbolizing strength and protection, but has been dynamically transformed resulting in a bold, powerful and memorable icon conveying forward momentum, innovation and confidence. The new brand identity is supported by a refreshed look and tagline: Confidence in a changing world.
In discussing the brand announcement, Jeffrey R. Carney, President and Chief Executive Officer, said, "Since 2013, we've been transforming Mackenzie in a way that reflects our legacy, resonates with our stakeholders and positions us for future success. Our new brand is the culmination of a journey of consultation with advisors, investors and employees, and is an inspiring expression of who we are."
The brand marketing started with a teaser campaign through print, outdoor, digital and social media with the phrase #whatisconfidence, which linked to a microsite that encouraged people to discuss, "what is confidence". Answers ranged from coffee at morning meetings, to family, to data to help drive decisions. Beginning today, the new branding will be visible in print, outdoor, digital advertising and across all online platforms.
"Our new brand reflects the strong brand equity that Mackenzie has developed over the years and has been refreshed to reflect who we are today and where we are going," said Su McVey, Senior Vice President, Marketing. "The branding has been modernized and symbolizes a sound, established company with an innovative and competitive edge that can confidently help navigate the changing world."
About Mackenzie Investments
Established in 1967 and proudly independent and Canadian-owned, Mackenzie Investments offers one of the deepest product shelves in the market. Within Mackenzie Investments are nearly 100 portfolio managers and analysts working within 11 investment boutiques, each with its own focus and independent research, all united by a single goal of risk-adjusted returns.
With $60.3 billion in assets under management as at September 30, 2015, Mackenzie Investments distributes its investment services through multiple distribution channels to both retail and institutional investors. Mackenzie Investments is a member of the IGM Financial Inc. (TSX: IGM) group of companies. IGM Financial is one of Canada's premier financial services companies with over $131 billion in total assets under management as at September 30, 2015. For more information, visit mackenzieinvestments.com.
SOURCE Mackenzie Investments
Image with caption: "Mackenzie Financial Corporation (CNW Group/Mackenzie Investments)". Image available at: http://photos.newswire.ca/images/download/20151026_C4101_PHOTO_EN_528063.jpg
For further information: Trish Tervit, Director, Communications and Media Relations, Mackenzie Investments, 416-967-2166, [email protected]