Case study

Coutts

Issue
As a leading brand in private banking, Coutts wanted to show its leadership and strength in the entrepreneur market through a campaign which reinforced its experience, knowledge and capability to advice business leaders.

Strategy
Communications Management developed a thought leadership initiative based on in-depth research into the experiences of entrepreneurs before and after a business sale – a key moment for any entrepreneur. Over 100 in-depth interviews were supplemented with a number of focus groups in which some of the UK’s leading entrepreneurs shared their experiences. The results were collated into a report which was used across the marketing mix including a national media relations campaign, a launch event and dedicated space on the Coutts website.

Impact
Over 80 entrepreneurs and business advisers attended the launch of the report which was supported by online and national newspaper coverage including a feature in the Financial Times. The report is now used as a key relationship tool for Coutts bankers attracting positive feedback on the insight it has brought to the issues examined.