Investment Manager Nutmeg Prepares London Commuters for the ISA Season

The UK’s first online discretionary investment management company Nutmeg has today launched a high-profile advertising campaign to engage London commuters during ‘ISA season’, which runs from January to April.

Led by creative agency DesignStudio, the three-phased campaign has been designed to drive brand awareness, promote the benefits of intelligent online investment and encourage consumers to invest in a Nutmeg ISA.

Launching today, the campaign will run across the London Underground network, rail and on billboards on roads into London until early April 2015.

DesignStudio worked closely with Nutmeg to develop a new brand strategy around the core proposition of ‘Simplicity is the ultimate sophistication’. The aim was to capture the attention of London’s commuters, resonate with an educated audience and inspire new ways of thinking. This first touchpoint of the new brand approach uses sophisticated messaging in a simple and engaging way and challenges people to address their perceptions of money management and investment opportunities.

Sean Murphy, DesignStudio Creative Director, who led the London team on the project explained: “Nutmeg is one of the UK’s most disruptive and innovative businesses, playing a leading role in the emerging fintech scene. Our campaign needed to reflect the brand’s position as an industry pioneer but without losing sight of the fact that Nutmeg is an innately intelligent company dealing in a complex space. We wanted to create something bold, brave and thought-provoking, and the result is something we feel will genuinely capture attention and challenge preconceived ideas about investment.”

London-headquartered DesignStudio was selected from an initial search of 17 global agencies, as a result of its expertise in brand expression and ability to meet the brief.

Nutmeg’s Chief Marketing Officer, Iqbal Gandham, said: “DesignStudio took the concept of simplicity as the ultimate sophistication to an entirely new level with this campaign. They immediately understood our brand proposition, what we were trying to achieve and found a simple yet savvy way to express it. Using a smart take on wordplay and a unique approach to story-telling they have delivered something that will enable us to captivate commuters in a way that is both powerful and informative.”