Coutts - The Rules of Success
ECD: Micky Tudor
Creative Director: Loui Bowes
Creatives: Briony Hey, Loui Bowes
Agency: T&P
Director: Emile Rafael
Photographer: David East
How do you make “the Queens Bank” - with a 300 year history and a stuffy reputation to shake off - relevant to the next generation of entrepreneurs and innovators, and show them that Coutts is a place for people like them - progressive, down to earth, successful?
This campaign launched the new brand platform Real Success Takes True Character, and spoke to the new generation of wealth creators who are doing things their own way. A refresh of the brand world followed, making the once stuffy, ‘white male stale’ brand feel more modern and inclusive.
It was hugely successful launch, gaining 600 new clients in the first quarter alone, with an estimated value to the bank of over £600m.
The brand campaign informed a refresh of the entire brand world, making the once stuffy, ‘white male stale’ brand feel more modern and inclusive to a younger, more diverse, and more socially and environmentally aware audience. The tone of voice was quicker, shorter and more powerful. The visual world was reflective of a wealthy lifestyle (time, freedom, opportunity) with less polish and more authenticity, rather than a luxury lifestyle with material things.