AML and Vanguard Win Gramercy Award for Experiential Marketing

Dec. 15, 2025

Global strategic, creative and experience agency AML has won a prestigious Gramercy Award for the experience it staged in celebration of the 50th anniversary of The Vanguard Group - and to underline the global investment leader’s relentless quest to push forward into the future.

AML's high-impact campaign, "How Looking Back Helped Over 300 People See into the Future," won the award for Experiential Marketing in the category for Institutional-Targeted work.

Vanguard Advance transformed the traditional client conference into a new immersive experience hosted at Frameless, London’s ultimate digital gallery, dazzling hundreds of delegates with a world of innovation and inspiration housed within four multi-sensory rooms across 30,000 square feet of space.

A Visionary Experience

The campaign combined heritage and forward-thinking, building a corporate event that was anything but corporate. Highlights included:

• A manifesto film showcasing Vanguard’s proud legacy and powerful future vision
• Teaser videos and dynamic content guiding attendees through the day
• A timeline room spotlighting Vanguard's key milestones over the last half-century
• Branded assets including screens, posters, and lanyards

The result was an unforgettable experience that inspired attendees to embrace the next 50 years of progress.

Expanding Horizons

Geoffrey Underwood, AML's newly appointed US-based Board Advisor, commented: 

"Winning this award is a testament to creativity and collaboration. Vanguard Advance was about more than an event -it was about creating a shared vision for the future."

 

Ian Henderson, CEO, AML said: 

"Geoffrey’s appointment supports AML’s continued growth in the US, where the agency partners with leading financial brands including Vanguard, T. Rowe Price, BNP Paribas, UBS, and Barclays. His expertise will further enhance AML’s ability to deliver strategic growth and innovation for clients on both sides of the Atlantic."