The Challenge

Build and increase awareness, understanding, and purchase consideration of the Edward Jones brand within the Chinese and South Asian Canadians in the Greater Toronto Area and Greater Vancouver Area.

Insights & Strategy

Edward Jones is focused on community-based personal relationship building. To mirror this personal approach, our team developed a multi-channel tactical ethnic marketing plan to help raise the profile of Edward Jones Financial Advisors in their local areas with a personal contact program.


* Celebratory event sponsorships and activations with Edward Jones’ Financial Advisors, with digital media and radio as the primary media.

* Culturally-resonating creative and marketing messages were developed to help bolster brand awareness and establish an emotional connection with both the South Asian and Chinese communities.


* Very high engagement from both Chinese and South Asian consumers from all grassroots-level activations.

* Messaging and visual design really struck a chord with both communities, including raising the profile of the Edward Jones brand and its Financial Advisors.

Creative Elements