Into the light
For State Street
Challenge
State Street was stuck with a reputation for scale and stability that made it seem slow to react. Deal cycles were stretching out to over 18 months and several multi-million-dollar back-office management opportunities were stuck in its pipeline.
Insight
Because the back office is functional and ‘boring’, banks simply weren’t seeing the value it holds.
Idea
We cut through the conventional finance cityscape with State Street’s vivid blue, illuminating part of a skyscraper. Using sunlit imagery, subtle wordplay and an optimistic tone, we showed the back office (and the brand) in a whole new light.
Client testimonial
“Our agency’s strategic insight and deep understanding of audiences helped us refine our targeting and messaging to resonate with key decision-makers.
Their creativity brought our campaign to life with compelling messaging, content, and personalised experiences. They felt like an extension of our team, always proactive, responsive, and invested in our success.”
Kate Tomlinson
VP of Global ABM, State Street.
Project
A targeted 1:Few ABM campaign with a clear creative concept and clever personalisation. We created a campaign video and a series of personalised eBooks, adapting the messages inside to reflect each account’s strategic priorities and changing the cityscape on the cover to reflect their location.
The campaign was promoted through LinkedIn ads, targeted video ads via Bloomberg’s media platform, email, and programmatic advertising.
My role: creative concepts, video script, client presentations,writing landing page, eBooks, emails and LinkedIn ads.
Working with: art director, strategist, voice over artist, motion graphics designer, designers, copywriters.