DDI has given wealth management company an unapologetic – and very striking – brand stance to launch Fat Prophet’s Global Contrarian Fund. The thinking behind it is summed up in the quote above by lead strategist, Angie Laxton.

The company’s drawcard is its unconventional thinking. Going against the grain is part of its DNA. DDI has given it the campaign to match.

Hunt the Herd talks to investors on the tipping point of toeing the line. Deep down, these investors know that no one grows much from inside their comfort zone so to get ahead, you have got to break free from the herd.

The campaign will cover outdoor, digital, mobile and direct marketing.

DDI wanted to approach Fat Prophet’s advertising with the same contrarian mindset, breaking free from financial hedge fund advertising conventions – aligning more with an attitude, and less with wordy financial jargon.

Angus Geddes, founder and chief executive officer of Fat Prophets, commented, “Our relationship with DDI goes back to the very beginning when they came up with the name Fat Prophets.  There’s one thing we always expect when we loop DDI into a project, and that is the work they create will be totally alternative – something that fairs very well in our business and drives results.”

Fat Prophets was founded in 2000 and the company has since grown to become internationally recognised and trusted. From modest beginnings in Australia, Fat Prophets has expanded to include offices in Sydney, London and Auckland.

Credits:

Agency: DDI

Founder:  Bernd Winter

Creative director:  Chris D’Arbon

Lead strategist:  Angie Laxton

Client: Fat Prophets

Chief operating officer: Patrick Ganley,