A corporate brochure for an international bank
How do you communicate to multiple audiences at once?
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.
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.
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 different regional divisions approved the text and it has been it is now being browsed the world over.
Copywriting agency: Barnaby Benson Copywriting London
Copywriter: Barnaby Benson