T. Rowe Price Launches Innovative Campaign to Highlight Active ETFs for Navigating Market Volatility
T. Rowe Price, a prominent global asset management firm well-known for its leadership in retirement planning, has recently announced an innovative marketing campaign aimed at highlighting the benefits of active exchange-traded funds (ETFs) in managing market volatility. The campaign, which launches with unique and engaging visuals, prominently features a flipped simulated news segment that symbolizes the potential for actively managed ETFs to stabilize investments during unpredictable market conditions.
One of the key elements of this multifaceted marketing initiative is an attention-grabbing television advertisement that departs from the traditional format. The commercial includes custom segments presented as simulated newscasts, with visuals rotated 180 degrees—creating a stunning metaphor for the market fluctuations investors often face. Conversations with Jodi Love, the lead manager of four T. Rowe Price active equity ETFs, and Rob Larkins, who manages the T. Rowe Price QM U.S. Bond ETF, provide insights in a creatively designed studio that mirrors the upside-down theme.
Kelly Fredrickson, Head of Global Brand and Public Relations at T. Rowe Price, expressed the campaign's mission well: "We are embracing the idea that when markets feel upside down, actively managed ETFs can help turn your investment world straight again." She further emphasized that T. Rowe Price's active ETFs offer a unique mix of cost efficiency, liquidity, tax benefits, and the dynamic nature of skilled investment management—something that can be crucial in turbulent times.
The campaign not only features television spots but also spans multiple platforms, targeting financial professionals, wealth managers, registered investment advisors, and individual investors. Running through the end of the year, it also includes an impressive out-of-home installation at Manhattan's Oculus, where an upside-down newsstand will be showcased to grab the attention of thousands of daily commuters, alongside targeted billboard advertisements.
In addition, the campaign will appear in print through a sponsored cover wrap in the monthly issue of Bloomberg BusinessWeek. The magazine cover, printed upside down, coupled with a four-page vertical advertorial aims to spark curiosity and discussion among its readers.
Alongside these visual elements, digital display ads and videos will run across both T. Rowe Price’s own platforms and through external publishers, reinforcing the campaign’s engaging theme. The social media aspect ensures that the narrative reaches a wide audience through coordinated posts and interactions across various platforms.
For those interested in the financial industry, Bloomberg TV will feature customized content from Bloomberg Media Studios that captures the upside-down concept through simulated news broadcasts, ensuring that the unique presentation remains embedded in viewers’ minds.
This innovative marketing effort builds upon T. Rowe Price's successful "The Power of Curiosity" platform launched in 2024, which focused on the importance of research-driven active management in guiding investors through uncertain market conditions. Active ETFs have garnered significant attention recently, with notable inflows of $183 billion reported in the U.S. during the first half of 2025—representing an impressive 39% of total ETF inflows according to Morningstar.
Since introducing its first active ETFs in 2020, T. Rowe Price has expanded its offerings to include 24 actively managed ETFs across both equity and fixed income categories. The objective of each active ETF is to outperform traditional passive indices, leveraging the firm’s rigorous research practices and the commitment to asking the right questions to enhance investment returns.
As of August 31, 2025, T. Rowe Price manages approximately $1.73 trillion in assets, with a significant portion earmarked for retirement. Renowned for its integrity and client-centric focus, T. Rowe Price continues to serve millions of investors worldwide, empowering them to thrive in ever-evolving market landscapes.
One of the key elements of this multifaceted marketing initiative is an attention-grabbing television advertisement that departs from the traditional format. The commercial includes custom segments presented as simulated newscasts, with visuals rotated 180 degrees—creating a stunning metaphor for the market fluctuations investors often face. Conversations with Jodi Love, the lead manager of four T. Rowe Price active equity ETFs, and Rob Larkins, who manages the T. Rowe Price QM U.S. Bond ETF, provide insights in a creatively designed studio that mirrors the upside-down theme.
Kelly Fredrickson, Head of Global Brand and Public Relations at T. Rowe Price, expressed the campaign's mission well: "We are embracing the idea that when markets feel upside down, actively managed ETFs can help turn your investment world straight again." She further emphasized that T. Rowe Price's active ETFs offer a unique mix of cost efficiency, liquidity, tax benefits, and the dynamic nature of skilled investment management—something that can be crucial in turbulent times.
The campaign not only features television spots but also spans multiple platforms, targeting financial professionals, wealth managers, registered investment advisors, and individual investors. Running through the end of the year, it also includes an impressive out-of-home installation at Manhattan's Oculus, where an upside-down newsstand will be showcased to grab the attention of thousands of daily commuters, alongside targeted billboard advertisements.
In addition, the campaign will appear in print through a sponsored cover wrap in the monthly issue of Bloomberg BusinessWeek. The magazine cover, printed upside down, coupled with a four-page vertical advertorial aims to spark curiosity and discussion among its readers.
Alongside these visual elements, digital display ads and videos will run across both T. Rowe Price’s own platforms and through external publishers, reinforcing the campaign’s engaging theme. The social media aspect ensures that the narrative reaches a wide audience through coordinated posts and interactions across various platforms.
For those interested in the financial industry, Bloomberg TV will feature customized content from Bloomberg Media Studios that captures the upside-down concept through simulated news broadcasts, ensuring that the unique presentation remains embedded in viewers’ minds.
This innovative marketing effort builds upon T. Rowe Price's successful "The Power of Curiosity" platform launched in 2024, which focused on the importance of research-driven active management in guiding investors through uncertain market conditions. Active ETFs have garnered significant attention recently, with notable inflows of $183 billion reported in the U.S. during the first half of 2025—representing an impressive 39% of total ETF inflows according to Morningstar.
Since introducing its first active ETFs in 2020, T. Rowe Price has expanded its offerings to include 24 actively managed ETFs across both equity and fixed income categories. The objective of each active ETF is to outperform traditional passive indices, leveraging the firm’s rigorous research practices and the commitment to asking the right questions to enhance investment returns.
As of August 31, 2025, T. Rowe Price manages approximately $1.73 trillion in assets, with a significant portion earmarked for retirement. Renowned for its integrity and client-centric focus, T. Rowe Price continues to serve millions of investors worldwide, empowering them to thrive in ever-evolving market landscapes.
Topics Financial Services & Investing）
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