Legg Mason uses ballerina, archer and soccer to explain investment offerings to consumers

Global fund manager Legg Mason has recruited a ballerina, an archer and a soccer player to represent the brand’s different investment approaches.

Created by Mohawk, the campaign features three images, each used to cover Legg Mason’s different ‘spheres’: corporate brand, income solutions for life, and fixed income choice.

The campaign aims to educate investors on the brand’s capabilities

As part of the campaign, digital animated banners of each symbol have been created for Legg Mason’s website, as well as bespoke pages for the  ‘Income solutions for life’ and ‘Fixed income choice’ offerings.

The new work aims to familiarise investors with the company’s model and offerings, as well as educate them on the opportunities and challenges in the market.

Ken Muir, founder and creative director at Mohawk said the concept is centred on the way Legg Mason’s different offerings are “engineered to work together to achieve the client’s vision”.

Ballerina: ‘For the flexibility your clients desire’

“The multiple spheres represent the flexibility of Legg Mason’s distinctive Multi Affiliate model, which helps the firm to focus on what is most important to clients,” said Muir.

Felicity Nicholson, head of marketing at Legg Mason Australia New Zealand hopes the campaign will “re-energise” the Legg Mason brand in the Australian market.


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