A friendly voice in financial services

This leading financial products firm has a truly diverse audience – from IFAs to shareholders, customers and employees. We've helped position and set a consistent tone of voice for their full range of communications – and also written many of their marketing materials, including above-the-line ads, brochures and direct mail.

Briefing staff on writing for the brand was another key element in creating an effective communications framework, and we’ve delivered a series of copy training courses to internal marketing teams. These covered the basics of copywriting and then went into detail on the Friends Provident tone of voice and how to address their individual audiences.