In order to speed up its international growth and boost its market share in Canada, Royal Bank of Canada (RBC) has launched a global brand campaign for its RBC Wealth Management business.
The advertising campaign, which is a multi-year endeavour, highlights the brand’s spot as one of the top 10 wealth managers in the world (according to Scorpio Partnership’s Global Private Banking KPI Benchmark 2011). It also focuses on the group’s Canadian heritage, the scope of its global solutions and its devotion to integrity.
The creative agency behind the campaign is The Buntin Group; it also managed the media buy for the global and U.S. components of the campaign. M2 Universal handled the media buy for Canada.
The campaign is targeted at high-net-worth individuals, their accountants, lawyers and other intermediaries. This is the first such global campaign for RBC Wealth Management and includes both print and online ads.
Mark Fell, head strategy, brand and marketing, RBC Wealth Management, said the global portion of the campaign, including Europe, will appear in print publications such as the Financial Times, The Wall Street Journal and The Economist. Within the U.S. market, it will be featured in both business and lifestyle publications, specifically Forbes, Fortune, The New Yorker, Architectural Digest, Conde Nast Traveller and the NY Times Magazine.
Within Canada, Fell said the ads will predominantly be featured in newsprint. There will be a focus on The National Post, The Globe and Mail, Laissez Faire, The Vancouver Sun and the Calgary Herald.
Online ads will be featured on most of the related websites to those publications.
The campaign will first focus on Europe and the U.K. because RBC wants its wealth management brand to represent stability during a time of financial uncertainty in that region, according to RBC Wealth Management group head George Lewis. He said that stability will appeal to clients.
Fell added that while the initial rollout of the campaign, which started on Sept. 30, is focused on those two regions, it will touch all RBC WM key global markets, including Canada and the U.S., Latin America and South East Asia. “In subsequent waves of the campaign, the media mix will be re-evaluated with a view to bolstering media in key markets.”
The current phase of the campaign leverages the stability and strength RBC showed during market turmoil in the past. The positioning statement is “There’s Wealth in Our Approach.”
A new focus on sponsorship activity also plays a role in the campaign. It will highlight various existing RBC priorities in areas as varied as visual arts, sustainable water use and golf.
RBC Wealth Management has clients in North America, Europe, Latin America, the Middle East, Africa and Asia. It offers banking, investment, trust and other wealth management solutions.
