Showcase

The Brief
To produce a new and original customer magazine in the financial marketplace, targeting high net worth customers, to drive loyalty and incremental sales.

The Challenge
Although grouped together under a 'high net worth' banner, 1695 needed to appeal to a very broad range of customers, with different needs.

Editorial Response
Our editorial strategy for this audience was to maintain the highest quality of writing, centred around a personal finance message, using both well-known and highly respected journalists and industry experts. Through our understanding of Bank of Scotland's marketing objectives, we were able to tie editorial features back to underlying product messages, in a highly relevant and engaging manner.

Results
The publisher has carried out extensive research on 1695, presenting the results to Bank of Scotland issue by issue.