The brief from Allan Gray is always consistent - tell a beautiful story about time and the value of long-term investing. What made it extra special and important this time was that Allan Gray, having taken on their first clients in 1973, would be celebrating its 50th Anniversary. So an added layer in that the company itself has stood the test of time.

We told the story of a jazzman that starts his journey on the top of his game, but the world of music moves on to rock n roll, soul, disco, hip hop and eventually the electronic dance music that rules the airwaves today, leaving him behind. Staying true to the long-term investment values of Allan Gray, our jazzman sticks with his instrument, shows persistence and perseverance, and gives it time, which in the end pays off handsomely.

In terms of impact, the main aim of the campaign is brand-based:

• Reinforce the brand positioning in the market

• Strengthen loyalty amongst existing clients

• Build positive sentiment amongst prospective clients

With our first media burst having just completed, it is too soon to see the effect on Brand uplift. Kantar have been engaged to measure the communication efficacy of the ad with consumer research, results to be shared in the next quarter.

In terms of the ultimate long tail effect of brand building on business objectives, it is too soon to measure the inflow of Assets Under Management (AUM), but this will be reviewed on an annual basis.