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.
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...
... 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.