It was clear from the beginning that Pendal was ready to challenge the industry. With a close look at the market and through the process of building out the brand story, we realised it had to be in a supportive way.
And so, we aimed to give their key audience – advisors – the morale boost that was so sorely needed. This marriage of confidence and care led to the essence of “Brave”, which would guide the creative process.
We developed the tagline The future is worth investing and it became our platform for everything.
The creative ‘big idea’ had to turn heads and make headlines
The idea was ‘What are you #Invested in?’ allowed us to put the work that financial advisors do – guiding people towards a better tomorrow – in the spotlight. By giving advisors a voice we gave Pendal a voice and position that cut-through.
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