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Advisor Group Debuts New Brand Strategy


PHOENIX, AZ, January 23, 2017 -- Advisor Group, one of the nation's largest networks of independent financial advisory firms, comprised of SagePoint Financial, FSC Securities Corporation, Woodbury Financial and Royal Alliance, today announced the launch of a new brand strategy that reflects the firm's dedication to advisors and providing them with the support, partnership, and protection they seek from a broker-dealer/Registered Investment Adviser. The brand strategy is based on a qualitative and quantitative research study conducted by Riedel Strategy that yielded over 1,000 pages of transcribed interviews and deep insight into today's advisor experience.

"The research made it clear that advisors see themselves facing significant challenges, and that we are indeed at an inflection point in the industry," said Advisor Group President and CEO, Jamie Price. "As advisors talked about the role Advisor Group plays in their business, they made it clear that above all, they want a true partner, and unwavering support. We are proud to play that role every day, as they, in turn, play the same role for their clients."

Advisor Group's new brand recognizes the significant impact advisors have on their clients' lives. The associated campaign is designed to bring this strategy to life by celebrating the "Moments" made possible by advisors and includes:

  • New Tagline, "In your corner," which describes Advisor Group's promise of partnership, loyalty, and support to its advisors.
  • New logo that visually depicts the relationship between the advisor and Advisor Group. The prominent "A" illustrates Advisor Group's mission to put advisors first, while the "G" stands behind, supporting advisors.
  • New print advertising campaign that celebrates the "Moments" made possible as a result of strong financial planning and the vital role advisors play in the lives of their clients. The campaign features real photos and will leverage a "Share Your Moments" social campaign to collect additional photos from employees, advisors and even advisors' clients for use in new executions.
  • Refreshed website featuring a new monochromatic color palette deliberately designed to be neutral to allow its four broker-dealers to be in the forefront.

"We believe in the significance of what advisors do and are excited to be the firm that stands behind them and says 'we're in your corner,'" said Advisor Group Chief Marketing Officer, Susan Theder. "We've shared this with many of our advisors and are inspired by their response. We believe our brand position seizes upon an opportunity in this Fiduciary Era. The fact is, we are proud of our industry and our company, and we are especially proud of our advisors. The role they play in the lives of their clients is profound and enduring."

About Advisor Group

Advisor Group Inc. is one of the nation's largest networks of independent financial advisors serving over 5,000 advisors and overseeing approximately $160 billion in client assets. Headquartered in Phoenix, AZ, the firm is mission-driven to support the critical role that advisors can play in the lives of their clients, offering securities and investment advisory services through its subsidiaries FSC Securities Corp., Royal Alliance Associates Inc., SagePoint Financial Inc., and Woodbury Financial Services Inc, as broker/dealers, registered investment advisors and members of FINRA and SIPC. Cultivating a spirit of entrepreneurship and independence, Advisor Group champions the enduring value of financial advisors and is committed to being in their corner every step of the way.

For more information, please visit www.advisorgroup.com

Follow Advisor Group into the Future: @AdvisorGroupBDs on Twitter #AGFutureIsNow


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