T. Rowe Price this week announced a multi-pronged marketing campaign highlighting the impacts of market volatility and the effects of managed exchange-traded funds (ETFs).
In partnership with Bloomberg Media Studios, the two-minute commercial serves as a metaphor for market volatility, beginning with a simulated Bloomberg news segment that is aired upside down. It then shifts 180-degrees to a conversation with Jodi Love, lead portfolio manager at T. Rowe Price, on the firm’s ETF strategies in a mock studio set.
“We are embracing the idea that when markets feel upside down, actively managed ETFs can help turn your investment world straight again,” said Kelly Fredrickson, head of Global Brand and Public Relations at T. Rowe Price. “…In today’s uncertain markets with high degrees of market concentration in major stock indexes, advisors and investors need investment options with the agility to pivot and the precision to uncover attractive investment opportunities.”
Along with the television spot, the multi-platform marketing program consists of several components geared toward financial advisors, wealth managers, registered investment advisors (RIAs), and individual investors. This includes an upside-down newsstand installation at Manhattan’s Oculus hub and a display and videos across T. Rowe Price-owned and external publishers’ sites.
The initiative is an extension of T. Rowe Price’s “The Power of Curiosity” brand platform launched in 2024, intended to show how the firm’s active management team drives informed insights.
T. Rowe Price’s latest media campaign will run through the end of the year. Readers can view the commercial here.