Royal London

Since working with Royal London in 2017, we’ve seen both brand and business results fly.

Increase in our prompted brand awareness
Direct to consumer sales rise by 335.8%
Business performance per year across life and pensions has doubled

In 2017, Royal London asked us to look at their brand positioning with a view to reflect how the brand has evolved and making sure we were speaking to a broader audience across the full spectrum of Royal London’s business divisions.

Royal London

After an extended period of testing, we came up with a platform that reflected their status as a mutual, reflecting how their independence makes the people they serve stronger. This shift in positioning meant it was time to move away from our previous ‘We’re so yesterday’ campaign.

Royal London sits apart from the big, corporate financial services brands that dominate the category. Founded in 1861 with a mission to ensure no one should suffer the ignomy of a pauper’s grave and as a mutual it can focus on serving its members, rather than shareholders. We wanted to reflect this spirit in the new campaingn, so we seized on the idea of ‘determination’ as a lead quality defines the brand and brought this to life.

With determination at its core, Royal London is focused on helping the people it serves achieve better financial future.

The determination campaign will sit across all parts of the Royal London group and be the idea for the next couple of years.

Royal London
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