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Russell Investments 'DNA' advert

Russell Investments briefed Kitcatt Nohr to create an integrated marketing campaign to drive awareness of its Index brand in five European markets and to support sales of all Russell Indexes products.

The campaign will primarily target asset managers, pension fund sponsors and consultants. Russell Indexes are a family of global equity indices that allow investors to track the performance of distinct market segments worldwide.

Currently, institutional investment professionals responsible for over $3.9 trillion in assets use Russell Indexes to guide their portfolios.

Russell Indexes represent 98% of the investable equity universe with no gaps and no overlap. The first campaign activity, launching this month, is a press campaign which features images of the DNA of a chimpanzee and a Nobel prize-winner side by side, to demonstrate that the smallest margin of difference can have a huge effect.

This acts as an analogy for the small margin of difference between Russell Indexes and other indices, which offers its clients a true competitive advantage. The ad, which features the new strap line, “Russell Indexes. Opportunity Re-defined” will appear in titles including the Financial Times.

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