The actual name changes of various businesses will occur in stages, with some assets retaining the existing brands for a longer period. VanEck expects that there will be no disruption to services rendered during the implementation.
The unified brand is designed to highlight VanEck’s unique role in the marketplace as represented by the firm’s positioning statement: Access the opportunities.
This, in turn, reflects the firm’s mission since its founding in 1955 – adding value for investors and advisors by providing access to compelling market opportunities. Chief Marketing Officer, Cari Cardaci led the development of the fully integrated campaign.
“With our new branding, we want to emphasize that VanEck is continually exploring and offering innovative ways to create wealth,” said Cardaci. “A unified brand enhances the firm’s solid foundation, as we move forward with this goal.”
Addison, a leading creative agency based in New York, partnered with VanEck to develop the unified brand positioning and visual identity. As of January 31, 2016, VanEck managed approximately $24.7 billion in assets, including mutual funds, ETFs and institutional accounts.