MFS Investment Management
100 Years of Providing Value Responsibly
In 2024, MFS Investment Management celebrated its centennial. As a pioneer in the mutual fund space and a global advocate for active investing, MFS had something enduring to share: a century of fiduciary responsibility rooted in purpose and discipline.
As a values-driven company, MFS needed a partner that could help surface and activate its legacy in a way that felt authentic. This milestone brought up an important question: How do you capture the spirit of a company defined less by moments and more by its mindset?
Crafting a Centennial
History Factory began by immersing ourselves in MFS’ culture, which we distilled into a core belief: “We are custodians.” Throughout all levels of the company, MFS employees emphasized the gravity of managing client capital with care. That insight became a North Star for the entire anniversary campaign.
We worked closely with MFS stakeholders to shape a centennial strategy that showcased long-term thinking. The resulting plan emphasized internal pride, external credibility and global reach, all grounded in the firm’s active investment philosophy.
Capturing the MFS Story
In 1924, MFS created the Massachusetts Investors Trust (MIT), the first open-ended mutual fund in the United States, opening the door to investing for millions of everyday investors. It became the cornerstone of MFS’ legacy as the firm established industry standards that all regulated mutual fund companies follow today—and is just one of many firsts throughout its long history. To help capture this legacy, we created:
Executive oral histories: We conducted more than 20 filmed interviews with current and former executives, capturing a wide range of perspectives on what it means to lead at MFS, as well as firsthand accounts of adapting through market cycles and mentoring the next generation of investors.
Short- and long-form videos: We created a video campaign that blended documentary-style storytelling, animated explainers and employee highlight reels. One highlight was “Always Active and Future-Focused,” a forward-looking film suitable for digital channels and executive presentations that conveyed MFS’ mission and vision in less than three minutes.
A global narrative: The campaign didn’t just focus on Boston, Massachusetts, where MFS was founded. Video and messaging also captured the firm’s global footprint, featuring voices from regional offices in Europe and Asia and reflecting the consistency of its culture across borders.
Archival storytelling: We unearthed historical materials and digitized MFS’ iconic original ledger with 1920s client records, a central display piece at the firm’s headquarters. These artifacts became visual centerpieces across channels, connecting today’s employees and clients to the firm’s foundational moments.
Centennial microsite: We designed a custom internal hub to house all campaign materials, including videos, oral histories, downloadable visuals and FAQs, that served as a celebration platform and a lasting resource for onboarding and team communications.
Commemorative book: We authored and designed “Custodians of Capital,” a centennial book detailing the firm’s evolution, highlighting key leaders and featuring first-person insights. Designed with longevity in mind, the book was created to live on desks and in boardrooms as a tangible artifact of the firm’s legacy.
Sharing MFS’ Impact
Although MFS intentionally avoided a mass-market campaign, the results of its centennial were felt across the firm and industry.
- The video series was shared during global town halls and used as evergreen content on internal channels.
- The internal microsite drew strong engagement, particularly among new employees and in international offices.
A Legacy That Lives Forward
For MFS, turning 100 wasn’t about nostalgia. It was about reinforcing what it means to be stewards of capital over the long term. MFS tells the story of where it’s been so it can continue leading with purpose for the next 100 years.