Circus has unveiled its first multimedia campaign for Abbey National's wealth management service, Inscape.
The ads are targeting the four million people in the UK with at least pounds 50,000 to invest and will break this week.
Press advertising comprises six full-page and three strip ads that will appear in financial magazines, national broadsheets and regional newspapers.
The executions are people-focused, highlighting the sort of businessperson that the company is trying to attract.
Taxi tip-ups and 48-sheet posters feature a selection of potential Inscape customers, aiming to emphasise the diversity of the people who qualify for the service. The ads feature the strapline: 'Wealth management for the privileged many', with the brand identity and a telephone number.
Tim Ashton, a creative partner, said: 'Inscape is offering something new in the financial services market and the style of the advertising reflects this. The ads are about the people Inscape hopes to serve and the tone is accessible and jargon-free.'
Five 50-second radio ads with ten-second tails will go out on various stations regionally. Each features a possible conversation between an Inscape adviser and a customer, attempting to highlight the company's objective of understanding what customers hope to achieve with their investments.
Online ads - on a mixture of lifestyle and financial websites - identify the kind of thinking that would mark someone out as a potential Inscape customer.
Art direction was by Ashton with copy written by David Prideaux at Circus.
Media planning and buying is co-ordinated by Carat.