SECTION 8: THE FINANCIAL SECTOR WORK

Transcription

1 8 SECTION 8: THE FINANCIAL SECTOR WORK INSURANCE BROKERS ASSOCIATION OF CANDA Advocis: CLU Lawrence Enterprise Fund CBID Markets Midland Doherty

2 INSURANCE BROKERS SSOCIATION OF CANADA THE ASSIGNMENT: To build brand equity for the National Association on behalf of ten provincial associations and their 31,000 broker members through communications that: - Establish brokers as the preferred provider of property and casualty insurance for all Canadians - Distinguish the value of brokers to consumers from all competitive providers - Position brokers to legislators and regulators as vital consumer advocates on insurance matters - Build stature for the Association s professional development programs THE STRATEGY Focus communication on the recognition and respect for the Association s symbol, representing the caring, commitment and professionalism of the brokers who display it. THE EXECUTION A fully integrated multi-media campaign that leverages the broker value proposition through the distinctive metaphor of a magenta security blanket (the signature colour for the Association and a feature of its logo). THE MEDIA Television: to build broad awareness of brokers and nurture an emotional attachment. Newspapers: to develop rational arguments to support the broker value proposition Radio: to extend the national message into individual communities through broker co-op Online: to solicit enquiries and field them to the provincial websites Magazines: to reinforce the relationship with insurance carriers Literature: to inform entrants and broker staff of the career path available to them and its benefits

3 INSURANCE BROKERS SSOCIATION OF CANADA NATIONAL TELEVISION CAMPAIGN

4 INSURANCE BROKERS SSOCIATION OF CANADA NATIONAL TELEVISION CAMPAIGN

5 ADVOCIS 2003 THE ASSIGNMENT: To execute a thorough evaluation of the brand positioning of both the parent organization, Advocis, and the professional designation which it offers to financial advisors in the financial services industry: the CLU (Chartered Life Underwriter). To develop and execute advertising campaigns for each. THE STRATEGY (PROFESSIONAL): Develop a fresh approach to the low-profile CLU designation with professionals as the target. THE EXECUTION: A series of advertisements profiling the advantages of the CLU and the CFP professional designations, both of which can be achieved in the same education stream offered by Advocis. THE MEDIUM: Professional industry magazines, starting with FORUM, the magazine published by Advocis itself. THE STRATEGY (CONSUMER): Develop a fresh approach to the low-profile CLU designation with consumers as the target. THE EXECUTION : A series of advertisements profiling the advantages of having a professionally designated financial advisor on your side, specifically a CLU. THE MEDIUM : Consumer magazines.

6 ADVOCIS PROFESSIONAL CAMPAIGN Business Magazine, 2003

7 ADVOCIS PROFESSIONAL CAMPAIGN Business Magazine, 2003

8 ADVOCIS CONSUMER CAMPAIGN Consumer Magazine, 2003

9 ADVOCIS CONSUMER CAMPAIGN Consumer Magazine, 2003

10 LAWRENCE ENTERPRISE FUND: 2004 LAWRENCE ENTERPRISE FUND THE ASSIGNMENT: To develop the status of the brand and promote the benefits of the product - a young Labour Sponsored Investment Fund. THE STRATEGY: Differentiate the presentation of the Funds credentials by focusing on its unique aspect - the fact that the Fund manager itself believes in the returns to such a degree that it will co-invest $7.5 million of its own money. Also, to feature the significant tax savings of the fund as an RRSP investment. THE EXECUTION: Phase I: In the late summer, to prepare the ground for the winter RRSP season by talking directly to brokers and investment advisors in Ontario. Development of the creative theme centred on GOLD. Phase II: Prepare presentation materials for the professionals, and consumer brochures for the investor, for the Fall/Winter presentations. THE MEDIUM: Phase I: Direct Mail - Brochure in polybag, also containing Contact Cards in the shape of gold ingots. Phase II: Collateral package (Folder, Charts, Broker Brochure, Consumer Brochure, etc.) and the production of 1,000 10k goldplated paperweights in the shape of a gold ingot as a leave-behind premium for the brokers and planners

11 LAWRENCE ENTERPRISE FUND: PHASE I: Direct Mail, 2004: 8 panel + Contact Cards to 2,400 brokers and advisors

12 LAWRENCE ENTERPRISE FUND: PHASE II: Professional Package, incl. Folder, Charts, Broker Brochure, Consumer Brochure, Prospectus, etc., and solid gold ingot paperweight (see next page).

13 LAWRENCE ENTERPRISE FUND: PHASE II: Solid gold ingot paperweights in a special case at presentations. Each paperweight 4.0 x 1.75 x 0.5 and very heavy (base metal, 10k gold plated).

14 CBID MARKETS 2005 THE ASSIGNMENT: To develop and execute a marketing package for the innovative offering of CBID Markets early providers of electronic bond trading. THE STRATEGY: To concisely position the benefits and attributes of CBID Markets to a highly sophisticated and specialist audience bond traders by means of a brochure to back up personal sales calls and shows. THE EXECUTION: The unique Positioning was expressed by the copy: A Real Marketplace In Real Time With Real LIquidity Real Innovation In Electronic Fixed Income Trading The highly intricate and complex information is rendered in concise and expressive copy, couched in stylish and evocative imagery of skyscrapers...

15 CBID MARKETS

16 PREVIOUS FINANCIAL SECTOR EXPERIENCE: IN ADDITION TO the THURSBY & ASSOCIATES financial sector work on the preceding pages, Principal & Creative Director Stephen Thursby has worked on creating campaigns for other financial companies in mainstream media such as magazine, newspaper and television...

17 PREVIOUS FINANCIAL SECTOR EXPERIENCE: : MIDLAND DOHERTY As Associate Creative Director at Doyle Dane Bernbach, one of Stephen s assignments was the creative direction of this account. The objective was to enhance the corporate stature and exposure of Midland Doherty as a precursor to its amalgamation into what would become Midland Walwyn. This highly successful corporate campaign garnered many major creative awards, sweeping the financial sector advertising at the Marketing Awards and gaining medals in New York, London, Cannes, ADCC and Communication Arts : ROYAL BANK As Executive Creative Director of DDB, Stephen was also directly involved in the ongoing creative development of TV campaigns for the Royal Bank, leading the teams in the conceptual and executional stages as well as formulating strategies. DPS Consumer Magazines, 1986

18 PREVIOUS FINANCIAL SECTOR EXPERIENCE DPS Consumer Magazines, 1986

19 PREVIOUS FINANCIAL SECTOR EXPERIENCE DPS Consumer Magazines, 1986