Inflection Reflections - A conversation with Kelly Vives, Chief Marketing and Communications Officer of Allspring Global Investments

In 2021, we completed a project with asset management firm Allspring Global Investments, creating a new company name, brand strategy, and identity, in preparation for its spin-off from Wells Fargo.

In the first of a new series of interviews, where we sit down with marketers from brands that have faced a major inflection point, Aaron Smith, Global Principal, Strategy, at Wolff Olins, talks to Allspring’s Chief Marketing and Communications Officer, Kelly Vives, on the one-year anniversary of the spin-off, to discuss how she approached this challenge and what she has learned from the experience.

 Read the interview here.