BRIEF
TMC were briefed to create advertising concepts for trade magazines, The Mortgage Finance Gazette and Mortgage Strategy. The adverts needed to build brand awareness and generate instructions for the Corporate Sales business who manage the assets of large lending institutions.
SOLUTION
Having already developed the sales brochure we created a series of adverts that complemented the new look and positioned Spicerhaart as a premium player in the market. To achieve stand out in the magazines, thought-provoking images and headlines were used that steered clear of the typical industry ‘house’ images and money symbolism.
RESULTS
Using such a different approach to other adverts in the chosen media resulted in a greater recall amongst readers. The brand of Spicerhaart is now enjoying a much higher profile amongst its target audience with the corporate sales team benefiting from increased sales interest.
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