Moody's
APAC advertising

When is a No 1 not a No 1?

Neon Brand Consultancy created a smart, high-impact advertising campaign for Moody’s APAC division, designed to reinforce the company’s market leadership across Australia, Shanghai and Singapore — without ever having to say “No.1”.

Following the success of our global Moody’s CreditView launch, we were briefed to raise awareness of Moody’s credibility, expertise and client engagement across Asia-Pacific. The challenge? To imply leadership while staying within strict regulatory and legal parameters.

Our elegant solution was a bold “No.1” window graphic, used as a visual metaphor for Moody’s leading view of regional markets. Each execution spotlighted a key differentiator — from trusted insight to world-class expertise — delivering a campaign that was confident, cohesive and distinctly Moody’s.

Rolled out across digital, print and LinkedIn, the campaign resonated powerfully with audiences, driving engagement, brand visibility and inbound new business — proving that sometimes, saying less says it best.

If you would like to see more of what we have done for Moody’s, please do take a look at our CreditView project, and the work we’ve done recently on positioning Moody’s ESG and its subsequent roll out of the Moody’s ESG marketing campaign.

Kind words…

“A very smart campaign, produced within a very challenging time frame and has had a real impact on our APAC audiences.”

BERRAK DOGRUER
Head of Engagement and Corporate Finance Product Strategy
Moody’s Analytics