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A corporate brochure for an international bank

How do you communicate to multiple audiences at once?

A corporate brochure for an international bank,
The client

Anonymous bank

The challenge

The Wealth Management division of this major international banking group wanted a brochure which described their wealth management services in a way that appealed to the diverse requirements of all their clients. The difficulty was, these requirements differed considerably. Eastern billionaire entrepreneurs tended to turn to their private bank for corporate finance while old money families in the West were more likely to be interested in wealth protection and inheritance strategies. We needed to interview key personnel from different territories to develop the correct messaging – and capture it within an existing brochure template.

The solution

We unearthed common ground messaging without diluting the particular expertise each territory demanded. And we wrote it in a refined, sophisticated and client-centred tone of voice.

The writing

Fulfilling your dreams and pursuing your passions

We expect to be judged by future generations on the decisions we made ten, twenty or even fifty years before. That is ultimately what successful wealth management means: meeting the test of time.


The results

The different regional divisions approved the text and it has been it is now being browsed the world over.

The credits

Copywriting agency: Barnaby Benson Copywriting London

Copywriter: Barnaby Benson

Client: Confidential

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