M&C Saatchi produces debut ad campaign for Coutts

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