Finance

Financial products and services including: communications promoting overall image and capabilities of a financial institution.

2022 BRONZE

The AA: unprecedented returns in unprecedented times

In March 2020 the AA was at the top of its game. Over half a decade of continued brand investment had paid back in spades.
It would have been easy to take our foot off the pedal, but we pushed down harder, determined to reach constant improvement with every campaign.
This is the story of how we achieved our best ever returns in the most challenging year the AA has ever faced.
Through an unwavering commitment to marketing science and outstanding creativity, we delivered 171K sales and £47.7m profit back to the business, at our best ever ROI of £4.33.

Brand: The AA
Client: The AA
Agency: adam&eveDDB
Language: English

2022 GLOBAL GRAND

Project AgroBanking

Over 33% of Bangladeshis are unbanked and most of them are farmers. They live off the land, without the ability to access credit or savings and are stuck in a vicious cycle of poverty as they must sell their time-bound fresh produce at an unfair price to middlemen. Inequality and poverty are often accepted as age-old parts of the society, impossible to change. Project AgroBanking challenged this notion paving the way for farmers to break the vicious cycle of poverty by turning their fresh produce and vegetables into bank accounts.

Brand: UCash & Shwapno
Client: United Commercial Bank Ltd.
Agency: Grey Advertising Bangladesh Ltd.
Language: English

2021 GLOBAL GRAND CONTENDER

The Best Gift

In Asia, it is common to financially provide for one’s elderly parents. It’s all part of being filial. But should your child be your retirement plan? Singapore insurer, Income, addressed this question in its latest life insurance campaign. Income tackled head-on the ingrained values of Singaporeans, prompting a national and global debate about the parent/child relationship and the implications for retirement planning. This pushed Income from #3 to #1 in awareness of savings and investment plans, and grew life insurance sales by 13%, all with a declining share of voice.

Brand: Income
Client: Income
Agency: BBH APAC
Language: English

FINALISTS

Direct Line Fixing what isn’t broken (yet) -- How Direct Line successfully retired Winston Wolfe

iShares by BlackRock Eleanor T. Fitzsimmons

TD Ameritrade The Value of Being a Smarter Investor