Independent creative agency, DDI, has today launched the Fat Prophet’s Global Contrarian Fund with an unapologetic brand stance that is as unconventional as they are in the financial category.
Fat Prophets was founded in 2000 and the company has since grown to become an internationally recognised and trusted financial services brand. From modest beginnings in Australia, Fat Prophets has expanded their footprint to include offices in Sydney, London and Auckland.
DDI’s new campaign “Hunt the Herd” will encompass Outdoor, Digital, Mobile and DM. The campaign talks to investors on the tipping point of toeing the line. Deep down, these investors know that no one grows much from inside their comfort zone so to get ahead, you have got to break free from the herd.
There’s nothing conventional about Fat Prophets – going against the grain is part of their brand DNA. DDI wanted to approach their advertising with the same contrarian mindset, breaking free from financial hedge fund advertising conventions – aligning more with an attitude, and less with wordy financial jargon.
Commenting on the company’s latest campaign, Angus Geddes, founder and CEO of Fat Prophets, said: “Our relationship with DDI goes back to the very beginning when they came up with the name ‘Fat Prophets’. There’s one thing we always expect when we loop DDI into a project, and that is the work they create will be totally alternative – something that fairs very well in our business and drives results.”
Angie Laxton, lead strategist at DDI, added: “Everyone has an inner rebel, our job was to whisper sweet nothings to it.”
Founder: Bernd Winter
Creative Director: Chris D’Arbon
Lead Strategist: Angie Laxton
Patrick Ganley, Chief Operating Officer, Fat Prophets