Van Lanschot Kempen reframes wealth

Van Lanschot Kempen has created a new brand campaign, centring on the idea that time, not money, is the most valuable asset.

Created by newly independent Amsterdam agency DAWN, the campaign draws on Van Lanschot Kempen's position as the Netherlands' oldest independent financial institution, using heritage and patience as brand values rather than product performance.

The campaign will run across TV, online, radio and print, including placements at Schiphol, Rotterdam The Hague Airport and Van Lanschot Kempen's Amsterdam office.

Van Lanschot Kempen is repositioning itself as a partner for the next generation of wealth clients, before they have even arrived.

The goal of the campaign is to reach younger high-potential clients early, building relationships and trust while they are still on the way up.

Jurian van der Hoeven, partner at DAWN, said, "Brands are built the same way wealth is built: through time and patience, and through emotion and conviction."

The campaign reflects a wider shift among private banks moving beyond ultra-high-net-worth focus toward younger, aspirational audiences not yet at peak wealth.