Baltimore-based T. Rowe Price launches marketing campaign to elevate brand

In what it’s calling a pivotal moment, Baltimore-based T. Rowe Price Group launched a global branding campaign Tuesday in hopes to boosting its name recognition and setting itself apart from other investment management firms.

“The Power of Curiosity” will highlight the investment firm’s 85-year legacy and its professionals’ expertise and “independent thinking,” the company said in a news release. The campaign will appear first in the U.S. in national and local television commercials, streaming services and online video advertisements, then roll out across social media, print media, partnership channels and in global markets.

The firm has been “somewhat reserved in publicly highlighting the company’s many strengths,” said Theresa McLaughlin, head of global marketing, said in Tuesday’s release. “‘The Power of Curiosity’ represents a pivotal moment for the firm by making a strategic investment in our brand and demonstrating the value we bring to our clients in a more front-footed, emphatic way.”

Amid swings in financial markets, investors are seeking help navigating risks and opportunities in an often volatile world, she said.

The firm also is introducing a sleeker, more modern look for its longtime bighorn sheep symbol “Trusty.” The company chose the animal because it’s known for its sure-footed agility and sharp vision.

“The bighorn sheep’s ability to navigate challenging terrain with purpose and independence is an apt reflection of T. Rowe Price’s mission and positioning,” the firm said in announcing the new campaign.