Financial advice firm St. James’s Place is celebrating the importance of tailored one-to-one financial advice with a new campaign film breaking this weekend.
Devised by creative agency Ogilvy UK, ‘Invaluable Advice’ will launch on primetime TV during the crunch Six Nations rugby encounter between England and France.
Marking the financial brand’s first-ever national marketing campaign, the creative is inspired by real client stories and follows a single father’s journey as he raises his daughter, supported by the help offered from his financial advisor.
“This campaign is about the value financial advice plays in the lives of our clients and how it positively impacts them and their loved ones. At SJP we are committed to providing quality, long-term, one-to-one advice,” St. James’s Place chief client and reputation officer, Claire Blackwell said.
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“Our brand campaign has been beautifully executed by our Ogilvy, Mindshare and Landor partners, along with Academy Films, and sensitively portrays how personal advice invaluably guides us through all of life’s ups and downs.”
Resulting from a collaboration with Mindshare and Landor, St. James’s Place campaign will run across TV, social, VOD, online film, Out of Home (OOH) and radio.
Ogilvy UK ECDs Nicola Wood and Andy Forrest added: “The St. James’s Place campaign is an emotive and beautifully observed film of a single dad advising his daughter and in turn taking advice from his trusted financial adviser.
“We have fused behavioural science, creativity and strategic insight into the story, which further unfolds in OOH and radio as we explore the special bond between dad and daughter.
“What really excites us is the longevity of a platform like ‘Invaluable Advice’. It’s one of those ideas that can evolve and grow.”
