Mackenzie Investments and The Garden Launch New Campaign to Reposition the Brand for the Future
Mackenzie Investments, one of Canada’s leading investment management firms, has partnered with creative agency The Garden, a member of the Humanise Collective, to launch a new campaign. “See Things Others Miss” marks a fresh approach to elevate Mackenzie’s brand and articulate their value proposition to investment professionals.
With over $220 billion in assets under management, Mackenzie serves financial advisors and institutional clients. As part of its strategy to articulate its commitment to advisors and investors, Mackenzie sought a bold campaign to challenge perceptions and elevate its position in an increasingly competitive market.
“We are deeply invested in our clients’ success. This campaign highlights how our global reach, 16 specialized boutiques, and innovative mindset enable us to achieve that,” said Fate Saghir, SVP Marketing, Mackenzie Investments.
“Unlike competitors in the space, we wanted to cut through the clutter of jargon and break free from the ‘sea of same’ by telling a simple, human story—the power of seeing what others miss,” said Lindsay Eady, Executive Creative Director, The Garden. “We had fun with caricatures of people who miss the mark, only to showcase our hero as the expert who can truly see the bigger picture.”
The campaign strategically targets financial professionals in their daily environments—capturing attention in the moments that matter most with media placements like Financial District, BNN, and LinkedIn. Beyond traditional formats, the campaign will also explore innovative digital and social activations to spark deeper engagement, utilizing everything from experimental OLV videos to interactive social content, all reinforcing Mackenzie’s position as an innovative, future-focused leader in investment management.
About Mackenzie Investments
Mackenzie Investments is a leading investment management firm with $220.2 billion in assets under management as of February 28, 2025. Mackenzie provides investment solutions and related services to more than one million retail and institutional clients through multiple distribution channels. Founded in 1967, Mackenzie is a global asset manager with offices across Canada as well as in Boston, Dublin, London, Hong Kong and Beijing. Mackenzie is a member of IGM Financial Inc. (TSX: IGM), one of Canada’s premier financial services companies with approximately $270 billion in total assets under management and advisement as of December 31, 2024. For more information, visit mackenzieinvestments.com.
About The Garden
One of the newest members of the Humanise Collective, The Garden is one of Canada’s top independent creative and brand strategy agencies, focused on helping brands build stronger, more emotionally connected relationships with their customers. We believe in the power of brand love and work closely with our clients to help deliver the best customer experience across every touchpoint. Our clients include many well-loved brands across multiple industries, such as Carlsberg, Rakuten Kobo, Enbridge Sustain, SodaStream, Jack Astor’s, RVH Regional Health Centre, Bioré (Kao Canada) and TG Appliances (Tasco and Goemans).
Credits:
Title: See Things Others Miss
Client: Mackenzie Investments
SVP, Head of Sustainability, Marketing, and Client Experience: Fate Saghir
AVP, Integrated Media: Tamarie Dobias
AVP, Product Marketing: Renée Levasseur
AVP, Brand and Sponsorship Marketing: Melanie Smith
Agency: The Garden
Co-Founder & Chief Creative Officer: Shane Ogilvie
Co-Founder & Chief Strategy Officer: Shari Walczak
Executive Creative Director: Lindsay Eady
Executive Design Director: Adriana Ivory
Senior Art Director: Mark Martin
Senior Copywriter: Trevor West
Group Strategy Director: Jenn Kittmer
Strategist: Sabesh Balasingam
Business Lead: Delaney Brough
Project Lead: Lauren Publicover
Production Company: Holiday Films
Director: Adam Reid
Director of Photography: Doug Koch
Executive Producer: Josefina Nadurata
Producer: Aarin MacKay
Head of Production: Courtney Leca
Editorial Company: Recess Post
Senior Producer: Anu Chhetry
Post Assistant / Assistant Editor: Laura Corredor
Editor: Adam Reid
Colourist: Zach Cox
Online/VFX: Josh Kaplan
Audio: Eggplant Music and Sound
Media Agency: OMD
Comments