Environmental, Social and Governance (ESG) refers to a set of standards that measure a company's operations to ensure that it is acting as responsible a corporate citizen.
According to the duo, illustrating OMAI's dual approach to ESG had to be at the core of the creative concept. Rather than 'another sleek book', 2AM says that it opted to instead create a real-time online portal where new and existing customers can access information about the company's investment performance in this area.
Recognising that Old Mutual has offices across the African continent, 2AM adds that it knew it had to marry the cultural insights. According to the agency, these were garnered from the men and women on the ground with the analytics and data analysis capabilities, as well as the heritage that set Old Mutual apart from their competitors.
"We were never just going to design a book. Innovation, sustainability and a future-forward approach is the backbone of Old Mutual Alternative Investment, so it was important for us to rise to the challenge and deliver something that effectively reflects that spirit," says Marco Russolillo, executive creative director at 2AM.
The concept required 2AM to overlay the data with relevant cultural insights and visuals that speak to the company's ESG values.
OMAI says that it was delighted with the result. Dean Alborough, head of ESG at Old Mutual Alternative Investments, says, "The first creative team that actually deeply understood the conceptual underpinning and vision of our positioning."
"Apart from being able to execute and deliver on the brief extraordinarily well, when you work with a team that just 'gets it', and then brings incredible creative talent to bear on your vision, the outcome is seriously impressive," concludes Alborough.
For more information, visit www.2amagency.com