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Re-Ranking The Rich

Reclaiming leadership in the investment category by redefining the true meaning of wealth.

  • ClientNuveen
  • MarketNorth America
  • OfficeNew York, Boston
We we needed to make something as visionary as John Nuveen’s original ideas: to create radical reappraisal of what “wealth” actually means.

The Challenge

Nuveen is a pioneering company with a new approach to investing designed to trigger positive impact with every dollar spent, but competitors were copying our products and trying to steal leadership in a category that we founded. Given this pressure, we we needed to make something as visionary as John Nuveen’s original ideas: to create radical reappraisal of what “wealth” actually means.

What We Did

Our idea? Rerank the Rich. Expose the Talkers who claim to be Doers, and show the world not all billionaires are created equal. Instead of wealth deified, we exposed the truth…and the mighty fell. Presidents tumbled down the list. Donald Trump boasts of philanthropy, but the reality is different, dropping him from 259 to the bottom 20%. Others rose, such as Oprah. While ranking in the bottom 20%, when looking at the impact she makes, she jumps into the top group. And countless other stories were uncovered too.

The Result

With $12.3M value in one week, 156M impressions, and driving a 31% increase in advisor recommendations, we set the bar for what financial wealth can create.

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