The Gate London
CB_Modern-Merchant_Thumb_2.jpg

Close Brothers

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 
 

MODERN MERCHANT BANKING

 

 

THE CHALLENGE

In a ruthlessly competitive and complex media landscape, gaining cut through is increasingly difficult. So, to get an unfair share of attention, you have to outwit the competition.

 

 
 
Social_Stream.jpg
 
 

When Close Brothers launched their new proposition: Modern Merchant Banking, we needed to find a way to make their print campaign look quite unlike anyone else’s.

 
 
 
 

The answer was a simple one. Because virtually every ad you ignore in press adverting uses every available square inch of space - full bleed and nicely squared off...

 
 
Close_Brothers_1_punchy.jpg
 
 

THE RESULT

... we consistently bought right hand spaces and placed our images in brand-intrinsic circles. By doing this, we created a disruptive campaign that drove a 12% increase in the value of Close Brothers loan book in the first year.