Franklin Templeton Introduces New Global Campaign ‘Reach for Better’

From Franklin Templeton Investments
contact Becky Radosevich
Telephone (212) 632-3207

San Mateo, CA, December 11, 2017 – Franklin Templeton Investments today announced the launch of a new global campaign entitled, ‘Reach for Better.’ ‘Reach for Better’ represents a belief in ambition over acceptance of the status quo, and an understanding that better outcomes in investing, and in life, come to those with the ambition to seek them. The new campaign includes integrated television, print and digital advertising, and launches in the U.S. in December, then globally in 2018.

“Our goal was to create a bold message that clearly articulates what Franklin Templeton stands for and how our approach to investing benefits our clients,” said David McSpadden, executive vice president, Global Marketing Services for Franklin Templeton Investments. “This is especially important now as our industry evolves and asset managers need to more clearly articulate their value.

“We focused on core tenets that define the meaning of achievement—both for our investors and ourselves. The notions of ‘ambition’ and ‘continually advancing’ guided our thinking, since these traits are already embedded in how Franklin Templeton operates as a company,” McSpadden continued.

Jenny Johnson, president and COO of Franklin Templeton Investments, said, “‘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. 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.”

The first ads that launch will focus on the never-ending pursuit of great achievements across industries—and the investment opportunities that arise from such advancements.

Videos and other related content is available on the ’Reach for Better’ microsite at

Franklin Templeton Investments engaged Atmosphere Proximity in developing this new campaign.

About Franklin Templeton Investments

Franklin Resources, Inc. [NYSE:BEN] is a global investment management organization operating as Franklin Templeton Investments. Franklin Templeton Investments provides global and domestic investment management to retail, institutional and sovereign wealth clients in over 170 countries. Through specialized teams, the company has expertise across all asset classes—including equity, fixed income, alternative and custom solutions. The company’s more than 650 investment professionals are supported by its integrated, worldwide team of risk management professionals and global trading desk network. With offices in over 30 countries, the California-based company has 70 years of investment experience and over $750 billion in assets under management as of October 31, 2017.

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