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November 2, 2021

Coutts launches first ever advertising campaign

By Patrick Brusnahan

Private bank Coutts has launched the first full-scale advertising campaign in its history. It is also its first brand campaign in 50 years.

The campaign aims to reflect the bank’s values and target a new generation of wealth creators. This includes digital entrepreneurs, influencers, e-sports players, musicians, and many more.

The concept, Real Success Takes True Character, was created by The&Partnership and wants to celebrate sustainable achievement by acting in the right way.

Coutts has been the bank for many recognisable figures since its conception, including Charles Dickens and the Queen.

The launch is Coutts’ biggest media activation to date going live across broadcast AV – airing in the new season of Succession on Sky, OOH around High Net Worth areas like South Kensington and Knightsbridge as well as airport lounges and digital to drive reach and encourage engagement.

In addition, through the power of 1st and 3rd party data, the firm will be targeting a HNW audience based on location, interests and LAL Modelling. The result of this multi-channel advertising approach is an audience first and data driven strategy to deliver Coutts’ biggest campaign ever.

“Every step of the way, it’s our passion for innovation that’s kept us fresh and modern. In the 1920s we were one of the first banks to use machine-posted ledgers – cutting edge technology at the time – and in 1963 we became the first British bank to use computerised accounts.” said Paul Fletcher, marketing director, wealth, at Coutts.

Fletcher added: “Fast-forward to today, and you’ll find us supporting the most inspiring people in the UK and can count nearly 20,000 entrepreneurs as our clients. There can be some misconceptions about us and this is a great opportunity to more accurately reflect the organisation we are today – a dynamic, performance-driven culture delivered with personal service and digital enabled.”

“What does it mean to be successful now? It’s no longer just about wealth creation, it’s also about staying true to your values, to yourself and doing good, as well as doing well. This work aims to capture the new character of success and catapult a modern Coutts into the minds of the modern entrepreneur,” said Micky Tudor, CCO, The&Partnership.

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