T. Rowe Price Flips The Script To Sell Active ETFs In Volatile Market
T. Rowe Price unveiled a new campaign that literally flips a TV “newscast” on its head, using a rotated studio set to dramatize market turbulence and pitch the firm’s actively managed ETFs. The creative choice links product benefits to a simple visual idea, pairing ETF cost and liquidity with active managers’ ability to pivot in concentrated, choppy markets.
Custom content from Bloomberg Media Studios anchors the TV push, with a two-minute spot airing on Bloomberg morning programs starting September 17. Portfolio managers Jodi Love and Rob Larkins appear on set to humanize the strategy and give the message a face.
The effort targets advisors, wealth managers, RIAs, and individual investors, and runs across television, print, digital, social, and live installations. The through line is clarity in a noisy market, turning the “upside down” motif into a memory cue for active risk management.
Momentum is reinforced by owned and publisher placements that keep the metaphor consistent across formats. The campaign is live now and continues through the end of 2025.
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Out-of-home: upside-down newsstand at Manhattan’s Oculus on September 16 and 17, plus billboards
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Television: sponsored segments on Bloomberg TV morning shows using the flipped “newscast” concept
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Print: Bloomberg Businessweek cover wrap printed upside down with a four-page vertical gatefold
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Digital and social: display and video across owned and external sites and coordinated channels
The firm says the work aligns with a broader message that active ETFs combine ETF structure with responsive management, with creative and media rolling through year-end.
Full story: T. Rowe Price
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