JPMC Ampersand

JPMorgan Chase & Co. - Ampersand Campaign

At JPMorgan Chase, corporate responsibility always has been central to how they do business, extending to all the ways they help their clients and communities navigate the complex global economy. They’ve strived to develop innovative programs that leverage the core strengths, capabilities and expertise of their business, people, and partners to maximize their impact. Problem is, not too many influencers are aware of what they do in their areas. Our goal was to change that.

We started by targeting specific regions where programs were note-worthy, and where audiences were under-informed. Then we created a media strategy that seeked out key influencers in those areas and served them with specific types of content tailored to platforms they used most.

The content came in the form of documentary-style videos, infographics, photo-essays and articles, all tailored with local writers, narrators, and musicians. Each crafted to hero the programs themselves and only minimally highlighted JPMC’s role. This demonstrated the value JPMorgan Chase’s commitment to these programs’ success and how much can be accomplished when people come together to do extraordinary things.

CREDITS
Client - JPMC&Co
Agency - Mcgarrybowen
Executive Creative Director - Ahmer Kalam
Group Creative Director - Hoon Jung
Creative Director - Trish Daley-Schmitt
Creative Director - Daniel Silva
Assoc. Creative Director Art - Rob Baumgartner
Assoc. Creative Director Copy - Michael Greenberg
Copywriter - Jon Klein
Art Director - Brandon Brink
Art Director - Raul Rivera
Producer - Elizabeth McClure