Coutts, banker to the super-rich, is launching its first ad
campaign in more than 300 years with creative work that compares its
experts to history's best "dream teams".
The print initiative produced by M&C Saatchi - the agency's first work
on the business since its appointment in June - suggests the bank's
collective experience is like having a law firm headed by Perry Mason,
Rumpole and Kavanagh QC or a detective agency whose partners are Hercule
Poirot, Sherlock Holmes and Philip Marlowe.
The advertising is the bank's response to an increasingly competitive
environment in the private banking sector by emphasising the fact that
Coutts' clients have access to the best financial experts.
It aims to raise its profile at a time when its virtual monopoly in
wealth management is being threatened by institutions such as Goldman
Sachs and Merrill Lynch, which are teaming up with high-street banks to
offer rival services.
Andrew Fisher, Coutts' chief executive, said: "Coutts has many strengths
and is a brand that is already recognised for excellent quality and
service. However, our expertise in investment management is not widely
known beyond our existing clients."
Richard Alford, M&C Saatchi's deputy managing director, said: "There is
a need to communicate the modern, dynamic nature of Coutts and the
cutting-edge investment management that it provides for its clients
while maintaining its more traditional values of aspiration and
The ads, breaking on Tuesday in upmarket publications, were written by
Mark Goodwin and art directed by Tiger Savage. Media is being bought by