Barclays pushes iShares brand across Asia

Barclays Global Investors has made its first large-scale marketing effort in Asia, promoting its iShares brand under the theme "A better way".

The campaign will focus on the Hong Kong and Singapore markets and aim to raise the profile and awareness of iShares exchange-traded funds (ETF) in the two markets and positioning iShares as the global leader in ETFs.

The campaign, which runs for two months, include TV sponsorship on Bloomberg, print executions in The South China Morning Post, The Standard, Hong Kong Economic Times, Hong Kong Economic Journal, Apple Daily and Oriental Daily News.

The print ads are also featured in business magazines such as Asian Investor, iMoney and Next Magazine. Outdoor include MTR in Central as well as online in Bloomberg, aastocks, SCMP, ETnet and Yahoo. Mediacom handled media buying and planning for this campaign.