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