Jenny Johnson and her team are rolling out a new global campaign, Reach for Better, to showcase Franklin Templeton Investments' core competencies and to reinforce their brand.

David McSpadden, executive vice president of global marketing services, confirms that the San Mateo, California-based mutual fund shop teamed up with Atmosphere Proximity, based out of New York, to work on the new campaign.

"We were impressed by their thinking," McSpadden tells the MFWire. McSpadden explains that the partnership began after "working together on a project to launch a range of ETFs, when smart beta ETF was first introduced, a little over a year ago."

The TV ads can be found on traditional business channels such as CNN, Bloomberg and Fox. The TV commercials will extend to a number of sports-focused media extensions. For example, this week Franklin Templeton is sponsoring the Australian open on ESPN.

"Over the past year, we have been looking at it from the outside-in rather than the inside-out," McSpadden says. Instead of marketing the products as they have done in the 2014 and 2015 campaigns, Franklin Templeton is aiming to reach financial advisors and end investors by telling their philosophy and sharing their optimistic vision for the markets.

"'Reach for Better' taps into a philosophy that's been at the center of Franklin Templeton's culture and core values for over 70 years," states Jenny Johnson, president and COO of Franklin Templeton. "As a firm, we understand that pursuing one’s goals and ambitions is a never-ending journey, and continuously striving for better is what drives us and, we hope, inspires our clients in a similar way."

McSpadden also explains the campaign's long term goals, which are to increase awareness among the advisor community, cement Franklin Templeton's core competencies and reinforce the value that Franklin Templeton bring to investors.  

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