DIRECT NEWS: HPT reveals rebranding push for F&C

HPT Brand Response has unveiled its rebranding work for Foreign & Colonial, the first work for the client since the agency picked up the account in November (Campaign, 27 November 1998).

HPT Brand Response has unveiled its rebranding work for Foreign &

Colonial, the first work for the client since the agency picked up the

account in November (Campaign, 27 November 1998).



The work positions the brand as the City’s ’best-kept secret’, and aims

to stand out in what will be an increasingly cluttered marketplace in

the run-up to the launch of Independent Savings Accounts (ISAs) and the

last gasp of PEP and TESSA buying.



The first wave of press advertising breaks this week in the national

press, and mailings will go out to existing and prospective customers

over the weekend. The campaign, based on the line, ’Those in the know

choose us’, defines the target audience as being an older, ABC1 customer

with plenty of City savvy.



Martin Troughton, a managing partner at HPT, said: ’Foreign & Colonial’s

products are for the sophisticated and financially astute. First-time

dabblers are likely to go to Virgin; we are looking at the more serious

savers.’



The ads are executed in patriotic red, white and blue, and F&C’s long

history in financial services is also a theme. One press ad is

headlined: ’Why invest in our savings plan? Don’t ask an economist, ask

an historian’, and another reads: ’You’ve never had it so good. In fact,

you’ve never had it at all.’



The first wave of ads were written by Xanthos Christodoulou and art

directed by Brian Storey, with further executions written by Simon

Sinclair and art directed by Kit Marr.



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