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
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.