One of the big problems with financial services businesses is that they often have little to say that is different from their competitors.
This is why financial services communications (particularly in B2B) is often so generic and vanilla.
The award-winning work I led strategy for at UBS Asset Management is a great example of how to create that cut-through by recognising that how you say what you say is at least as important as what you say.
This is not an excuse for sloppy communications planning and rigorous brand and messaging frameworks (which is my craft), but it does underline how important the 'packaging' is to the effectiveness of the message payload.
I think we proved this with the award winning sustainability campaign I planned in 2023, which won Best B2B at The Drum, and Most Effective Sustainable Campaign at the prestigious Finacnial Services Forum. Yes, this included tailored messaging, and messaging matrixes, and full funnel integrated planning, as all good campaigns should, but it also had a visual style that helped it stand out. I believe this was a big contribution to its CTR of x2.5 the industry bechmark for sustainable financial services communications.
To put it simply, investing in high-quality creative communications means that for every £1M UBS Asset Management spends on paid media, their competitors like JP Morgan and Black Rock need to spend £2.5M to achieve the same media impact.
I am delighted to mark the go-live of UBS Asset Management's new content brand, created at Nucco; you can see its first iteration here.
I think this work has the power to create a real standout for UBS AMs' insight and expertise, creating a consistent content vehicle that amplifies the power of the UBS brand.
