Two exciting trends emerge from the whirlwind of 2017 to make their mark on the advertising world: the ongoing rise of technology and the slow but steady demise of spin. In a ‘post-truth’ world, customers are demanding authenticity in advertising. Increasingly tech savvy, they want it delivered in 140 characters or less.
These trends can appear contradictory on the surface – even more so for those advertising financial products and services. According to Mintel’s 2017 report, more and more consumers are not only expecting but demanding a more autonomous and mobile-centric banking experience. And yet, they still have an insatiable appetite for genuine human interaction. Content to market these brands must strike the balance.
Whether it’s a series of engaging articles, a film with a striking social message, or a short documentary series, branded content can transform brands. It allows financial firms to harness the art of storytelling. Amplify their digital audience. Increase their brand visibility. And cultivate customers for life.
A lighter approach
We have helped many financial firms raise their profiles by replacing a conservative approach to marketing with a more personal one. We focus on the customer first, highlighting how financial institutions bring value to ordinary people’s lives. That value comes in the form of security. Peace of mind. Financial freedom. And an overall better quality of life.
The importance of transparency
In the financial services sector, transparency is vital for building consumer trust. Research shows consumers view brands with clearly labelled packaging more positively than their poorly labelled counterparts. They want transparency. And rightly so. Customers should be informed about what they are buying. We promote transparency in advertising because it’s good for consumers, good for business, and good for the economy.
Europe’s biggest bank HSBC operates in 67 different states worldwide. It was established in London in 1991 by The Hongkong and Shanghai Banking Corporation. Frank & Lively has worked with HSBC since 2015, creating cutting-edge branded content for the bank. The sponsored content is published in the Financial Times, and includes articles on serial entrepreneurs, a day in the life of a trailblazer, and more. We are also proud make branded films and bespoke eLearning courses for HSBC.
Citigroup or Citi is a US multinational investment bank and financial services firm headquartered in New York. It is one of the US’ Big Four banks, and does business in more than 160 countries. It also has a base in Canary Wharf, London. Using special workshops and training, we worked with the bank to develop a unique and engaging tone of voice. We came up with concepts, pitched fresh ideas and crafted copy across print and online for a wide range of financial products and services. We also developed expertise in high-end personal banking while producing copy for with Citi Gold.
LEGAL & GENERAL
Legal & General is a multinational financial firm, headquartered in London. In an effort to enliven the firm’s tone of voice, we crafted copy for a broad range of print and online materials. Throughout the year-long project, we also created scores of PDFs, brochures and training guides. We won the firm’s staff over with fresh branding that was a swift departure from Legal & General’s previous conservative profile.
NOW: Pensions is a Danish financial firm, owned by one of Europe’s largest pension funds. We produced a series of animated films for the company. We also wrote copy for its website, print materials, outdoor advertisements, and brochures.
Skandia is a Swedish financial firm with a base in Britain, and operations across the globe. It began as a Swedish insurance company in 1885. Today it has branches in Britain, Europe, Latin America and Asia. We worked with marketing agency Five by Five to radically revise Skandia’s brand. We designed a new tone of voice for the bank, wrote fresh headlines and copy for its website, and produced special guidelines for internal use.
Thomson Reuters is a Canadian media firm, headquartered in Bay Street, Downtown Toronto. It operates in more than 100 states, and has over 45,000 staff. We worked with the company to develop a new tone of voice. We also developed concepts, pitched new ideas, and wrote print and online copy relating to financial products and services.
We’re an award-winning content agency with copy, film and social media in our mix. We show and tell engaging stories for savvy brands, global agencies, leading publications and the UK’s biggest film funders.
We help brands respond to the needs of their changing audience, ethically and effectively. Offering creative solutions and compelling stories backed by a clear-cut strategy, our content team helps you connect, converse and create profitable friends for life.
For more information about how we can help build your financial brands, contact us at firstname.lastname@example.org