Strategy
It was clear from the beginning that Pendal was ready to challenge the industry. With a close look at the market and through the process of building out the brand story, we realised it had to be in a supportive way.
And so, we aimed to give their key audience – advisors – the morale boost that was so sorely needed. This marriage of confidence and care led to the essence of “Brave”, which would guide the creative process.
Creative
We developed the tagline The future is worth investing and it became our platform for everything.
The creative ‘big idea’ had to turn heads and make headlines
The idea was ‘What are you #Invested in?’ allowed us to put the work that financial advisors do – guiding people towards a better tomorrow – in the spotlight. By giving advisors a voice we gave Pendal a voice and position that cut-through.
"I liked the compelling commercial drive behind the rebrand and that the execution took this into consideration. The multi-channel approach was also appropriate for the roll-out.
Every time I read this submission, I found more and more things I liked. The intro of the team, the use of a landing page, social media, video and that fact that it wasn't a rebrand but a true revitalisation of the brand."
