Invesco’s Global Liquidity business had earned decades of respect but still lacked awareness and needed to differentiate itself among some large competitors. Under the distinctive positioning, “Empowering what you treasure,” we helped carve out an ownable space in the tough-to-differentiate money market fund business. This placed a well-earned stake in the ground as a client-centered innovator in the field and helped grow AUM and market share, boosting Invesco from 12th place to Top 10 largest global liquidity providers.