OpFunds' Global Cowboy Catches the WSJ's Eye
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Thursday, June 07, 2018

OpFunds' Global Cowboy Catches the WSJ's Eye

It's a good day for Erik Schneberger and his team at OppenheimerFunds [profile].

This morning's edition of the Wall Street Journal highlights OpFunds' new digital advertising campaign, "Challenge Borders." The campaign is aimed specifically at financial advisors and tries to challenge investors' home market bias (i.e. preference for investing mostly domestically rather than internationally).

The online campaign will run online in the New York Times, the Washington Post, and other business publications, as well as in the WSJ. One of the ads, called "Cowboy", features an Asian man wearing a cowboy hat in a wheat field next to a non-American pickup truck, and says "America is 24% of global GDP. Want to meet the other 76%?" The WSJ describes the ad as contradicting President Trumps' "America First" motto, though Schneberger says the ad is about reminding FAs about OpFunds' international investing expertise, not making "an over political statement" (in the WSJ's words).

Schneberger, head of marketing at the New York City-based mutual fund firm, chimed in for the article. So did Louis Sciullo, executive director at a branding agency, Landor.

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