Quilter has launched its first-ever television advertising campaign as part of a major brand push designed to encourage people to rethink their relationship with money and the importance of financial planning.
The wealth management firm has partnered with independent creative agency Joint to bring its ‘Money Needs a Plan’ campaign platform to TV for the first time, expanding the initiative across television, video-on-demand, social media and digital channels.
The campaign aims to make financial planning feel more accessible by using humour and relatable storytelling to challenge the idea that managing money is complicated or only relevant for wealthy individuals.
The campaign encourages people to consider whether their money is actively working towards their goals or simply sitting idle, highlighting the role of having a clear financial plan in achieving life ambitions such as buying a home, supporting family or preparing for retirement.
Jo Harris, chief customer officer at Quilter, said: “Most people have things they want to achieve in life, whether that’s buying a home, supporting their family, retiring comfortably or simply feeling more in control of their finances. But those goals can be much harder to reach without a plan.
“This campaign is all about helping people see that financial planning doesn’t have to be complicated or only for the wealthy. It’s about having a clear idea of where you want to get to and taking practical steps to move in the right direction.”
The five-week campaign features a hero film, using comedy to deliver Quilter’s message in a more approachable way.
Additional digital content has been created to extend the campaign across online channels.
The campaign represents Quilter’s biggest brand investment to date as the firm seeks to reach a wider audience and demonstrate the value of financial planning in helping people achieve their long-term goals.