Putting IFAs first so they can demonstrate their value to their clients.

We have devised a multi-channel and multi-faceted campaign to position Old Mutual Wealth as the champions of expert financial advice amongst UK IFAs.

The brief

To build trust and advocacy for Old Mutual Wealth within the IFA community.

Research revealed IFAs felt unsupported by their financial service providers. Consumer research also showed a decline in the value placed on expert financial advice.

Old Mutual Wealth was perceived as the only brand with the potential to truly understand IFA’s challenges, as well as being easy to do business with.

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the solution

We created a bold proposition: ‘Your Advice Matters’, designed to put the adviser at the forefront of all campaign communications. We then identified and communicated key sales and service messages that would genuinely support the IFAs.

Campaign communications were far reaching, integrated and flexible; continually present in the spaces advisers occupy. By working every channel from trade press advertising to banners, social to email, brochures to DM and more, IFA sentiment on key measures increased by an unprecedented 6% over the campaign period. 

the execution

We delivered a multi-channel, multi-faceted campaign under the ‘Your Advice Matters’ banner delivered cut through and improved NPS scores. It put the IFA at the heart of the proposition.

Also, impactful visual treatment and messaging delivered through on and offline communications enjoyed high recognition.

And finally, a series of bespoke social media videos and tutorials delivered high brand attribution and engagement.

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Uplift in



Email CTR vs

10% average


Advice Matters




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