Evelyn Partners, the wealth management and professional services group, won the quarterly Business Plus “Best in Business Advertising” award for its rebranding campaign.
The print advertising brief was to launch a new group brand with a differentiated point of view and define Evelyn Partners’ place in the market.
This followed the merger of two organizations, Tilney and Smith & Williamson. In Ireland, the group marketed under the Smith & Williamson brand, and the campaign was to encompass print, outdoor advertising, radio and digital.
London’s Harbor agency devised the slogan ‘The Power of Good Advice’, and the campaign execution features a series of high profile and successful business leaders and details the advice given to them by someone who knew them well and who led to success in both life and business.
Print executions appeared in trade titles such as Business Plus, Irish Times, Financial Times and Sunday Times. ATL’s work was supported by a comprehensive CRM and digital campaign.
According to Sean Boyle, President of the Jury of Business Plus: “The power of good advice is always better than those who know you well. This is a very simple overview, perhaps even obvious. But it’s true, and that’s what makes it strong. In Evelyn’s ad, there’s no kitchen sink and no bad photos of corporate executives shaking hands in front of their phallically impressive glass building. This professional campaign in no way reinvents the advertising wheel. It uses proven and reliable testimonials, but it uses them with relevance that contributes to the desired point of view of the brand. »
The next Business Plus BIB advertising award will take place in the first quarter of 2023. B2B campaigns can participate by contacting Siobhán O’Connell in Business Plus – Siobhan.firstname.lastname@example.org