Wealth management company Quilter is aiming to tackle the UK’s weak investment culture with the first campaign devised by agency Joint since it was appointed to the account in September.
“Money needs a plan”, which also marks the first major work from Quilter for several years, is designed to drive behaviour change and encourage people to actively plan their savings and investments for later in their lives.
With one in three Brits aged over 55 regretting not investing earlier in life, according to Moneybox research, the campaign aims to position Quilter as a brand that helps people ensure their personal finances are fit for their future.
The new brand platform introduces the idea that without proper advice, money can sit idle, or worse, lose value – the creative work highlights how Quilter’s experts can help make customers’ money work harder through smart, tailored financial planning.
The OOH campaign will go live this week, supported by DOOH, social, radio and digital audio, with the campaign spanning LinkedIn, Meta, press and nationwide outdoor sites, including rail and roadside.
It is also timed to support the autumn international rugby calendar across the six nations of England, Ireland, Scotland, Wales and Italy, now known as the Quilter Nations Series.
Quilter brand manager Sarah Ireland said: “This campaign marks a major milestone for Quilter as we renew our commitment to helping more people take control of their financial future. We’re passionate about encouraging more people to become investors and to feel confident about their financial decisions – because money needs a plan. We’re grateful to Joint for helping us bring this bold, visible campaign to life and for sharing our ambition to shift how the UK thinks about investing.”
Joint chief creative officer Algy Sharman added: “It’s been an absolute pleasure to work with the Quilter team on this campaign. ‘Money needs a plan’ is a huge platform idea, and together we’ve developed a tone of voice that is smart, but also has a sense of humour. We can’t wait to see it in the outside world.”
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