Ameriprise Financial Launches New Ads Showcasing the Brilliant Experience It Delivers to Clients

MINNEAPOLIS–(BUSINESS WIRE)–Ameriprise Financial (NYSE: AMP) is ushering in 2019 with new
advertisements that bring to life the personalized experience the firm
and its approximately 10,000 financial advisors deliver to clients. The
latest round of ads introduces the next chapter of the firm’s successful
Be Brilliant® brand platform, which has evolved to appeal to
the needs of a multigenerational audience. Launched in 2015, Be Brilliant®
focuses on how Ameriprise helps clients achieve moments of brilliance in
their everyday lives and retirement. The new iteration of the brand
platform includes two, 30-second television spots that underscore the
firm’s commitment to providing one-to-one advisor-client relationships,
personalized advice, and solutions to help clients feel confident,
connected and in control of their financial lives.

The new TV spots provide a snapshot of what investors can expect from
working with Ameriprise:

  • In “Choices,”
    investors across different life stages answer the question, “What’s
    important to you?” Each investor also discusses why they chose
    Ameriprise, sharing reasons such as the firm “cares about my personal
    goals,” “gives comprehensive advice,” and “helps us feel confident.”
  • In “Familiar
    Face
    ,” Ameriprise asks investors, “How well does your
    financial advisor know you?” The spot emphasizes the strength of the
    Ameriprise advisor-client relationship, which is built on advisors
    caring about what’s important to clients, personalized advice based on
    clients’ goals, and trust. The spot ends by Ameriprise asserting, “To
    us, you are more than just another face in the crowd.”

Both spots highlight that Ameriprise was named #1 Most Trusted
Investment Firm in the 2018 Temkin Trust Ratings1.

Our latest ads bring Be Brilliant® to life more boldly by
showcasing the powerful experience Ameriprise delivers to clients,” said
Marie O’Neill, senior vice president of marketing at Ameriprise.
Individuals in our target market have told us they want to work with
advisors who truly understand their financial situations and priorities
– and who will be there to guide them each step of the way as they work
toward their goals. This is exactly what we do as a company and why
millions of investors turn to us for financial advice. We’re excited to
convey the essence of this powerful experience in our new ads.”

“Choices” and “Familiar Face” debut January 14 and will run during
broadcast news programming including CBS Sunday Morning, NBC’s Nightly
News and Meet the Press. They will also air on cable news, entertainment
and sports properties including ESPN, Golf Channel, Tennis Channel,
CNBC, CNN, MSNBC, Fox News, History, AMC, HGTV and National Geographic.
A third new spot will join the lineup in September.

The new television spots are part of a fully-integrated, multichannel Be
Brilliant® brand platform, which also includes online
advertising, social media creative and customizable content available
for Ameriprise advisors to use in their local markets. Since its launch
four years ago, Be Brilliant® continues to evolve. Each
iteration of the brand platform is grounded in in-depth research that
the firm conducts to stay attuned to the financial needs of investors
through all of life’s events, with specific emphasis on those in their
early 40s through retirement. As part of its 2019 brand evolution,
Ameriprise has also updated its visual identity, with a refined color
palette, new visual elements and more modern photography.

McCann of Detroit developed the creative for the campaign and Initiative
served as the media buying agency for Ameriprise.

The new spots and other creative can be viewed at www.ameriprise.com/bebrilliant,
and the Ameriprise
YouTube
channel.

About Ameriprise Financial

At Ameriprise Financial, we have been helping people feel confident
about their financial future for more than 120 years. With extensive
asset management, advisory and insurance capabilities and a nationwide
network of approximately 10,000 financial advisors, we have the strength
and expertise to serve the full range of individual and institutional
investors’ financial needs. For more information, or to find an
Ameriprise financial advisor, visit ameriprise.com.

Ameriprise Financial Services, Inc. Member FINRA and SIPC.

© 2019 Ameriprise Financial, Inc. All rights reserved.

1 Ameriprise Financial was rated #1 in the investment
industry for trust in the 2018 Temkin Trust Ratings. The Temkin Trust
Ratings (TTR) is based on responses to a consumer survey as part of the
2018 Temkin Trust Ratings. See www.temkinratings.com
for more.