Triple award winners at the Financial Services Forum
So, I’ll kick off my 2019 highlights with a big one: we won three Marketing Effectiveness Awards at the 2019 Financial Services Forum for our work with Benenden Health.
We were thrilled to be shortlisted for the Best Brand Strategy and Best Advertising awards, let alone win them, and it was a complete surprise when it was announced that we’d received a third – the Judges’ Special Award for Marketing Effectiveness.
We were lucky enough to get to work across both the B2B and B2C arms of the business, on all aspects of the rebrand, including a new brand strategy, name, website, proposition and advertising. And when we finished, we saw a 50% year-on-year increase in brand consideration!
So, it was amazing to see all this hard work recognised at the FS Forum. And then, to top it all off, we won a bronze award at the Direct Marketing Awards a few weeks later.
Key Partnerships new proposition and re-brand
For me, a big 2019 highlight was our work with Key Partnerships, the UK’s leading B2B equity release referral partner.
We were faced with a really interesting challenge: equity release still suffers from a historic negative perception among some financial advisers – which stops advisers recommending the product to their clients. We wanted to help Key Partnerships to change this, re-educating intermediaries about the benefits of equity release.
To do this, we created a new brand proposition for Key Partnerships, which we brought to life through a new creative identity and brand campaign, including a new website.
We really enjoyed working on the creative identity in particular. We designed a collection of 3D houses that reflected the financial equity within them – so one house looked like a purse, one had a roof which lifted to reveal a money tin.
However, it was brilliant to work on the whole project across the board. Understanding advisers is a real strength of ours, and we loved putting it to the testing with such a tough challenge!
For my third highlight, I had to choose MyEva, the amazing new financial app from Wealth Wizards.
MyEva helps employers empower their workforce to improve their financial health – think of it like a FitBit but for tracking and motivating an employee’s financial health and fitness.
We were tasked with developing the app identity and all employer and employee marketing communications.
This was a really fun project to be involved in: we had to strike the right balance between creating a warm and engaging app that employees would like using, while avoiding the typical ‘financial services’ jargon and corporate tone.
Most of all, it was great to build on our fintech experience while utilising our employee benefits expertise!
Our work with Verisk was hugely exciting because it was an opportunity to help take a hugely successful solution into completely new markets.
Verisk is famous for their automated health risk rating service that helps UK travel insurers provide instant quotes covering pre-existing health conditions. In 2019, they were looking to expand this solution into fresh territories in Asia, North America and Australasia, and other global markets like health and pet insurance.
We set about to help them do it.
After some extensive research, we came up with an approach that was heavily targeted to the individual markets.
We produced a brochure and an introductory video for each market, explaining Verisk and their product offering in a way that was relevant for prospects in that industry or territory. On top of this, we developed educational content that would help actuaries and underwriters learn about the risk score. We created case studies, guides and at-a-glance pages which explained what goes into a score and how to interpret it.
It was great to learn about the (surprisingly) fascinating world of insurance underwriting – and we created some intelligent, well-researched work that I’m really proud of!
A Christmas cracker
Our final highlight came about in December, when we learned we’d won a pitch with Defaqto, the renowned independent financial information business.
It was great news to end the year, and now we can’t wait to start some amazing work with Defaqto in 2020!
2019 was a fantastic year for the agency. I’m incredibly proud of all the great work we did, and I’m hugely grateful to all our clients who gave us the opportunity to do it!
And beyond our work are is the team who actually make it all happen, and I’m really excited that we’ve added some brilliant new talent to the Moreish family in the last few months.
But while last year really will take some beating, we’re going to give it our best shot to outdo ourselves in 2020.
And we already have a few things up our sleeves for the next few months… so watch this space!