Investec banks on standout with customised poster blitz

The banking company Investec has made its first foray into UK poster advertising by placing a different creative ad at each of its sites.

The banking company Investec has made its first foray into UK

poster advertising by placing a different creative ad at each of its

sites.



The initiative, which consists of one Concord back-lit site at each of

London’s ten main train stations, is part of a pounds 1 million campaign

booked through the agency Brian Clark Media.



The creative work, through Citigate Albert Frank, is tailored to each

location. For example, ’Getting a good rate doesn’t have to be a battle’

is on show at Waterloo, and ’More interest per Square Mile’ is displayed

at Cannon Street station.



The campaign also includes press ads in the personal finance sections of

The Sunday Times and The Sunday Telegraph, plus London’s Metro and

Evening Standard.



Geraldine Griffiths, marketing manager for Investec, said the month-long

poster push was being undertaken in order to test the medium.



’This is the arena where the battle for personal investment is taking

place,’ she said. ’It’s nice for us to test the battleground.’



South African-owned Investec doubled its advertising budget last year

and is considering ploughing a further pounds 1 million into ads in the

second half of 2000. This would coincide with the introduction of a new

corporate identity.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).