St. James’s Place (SJP) has launched a new campaign that celebrates the importance of tailored one-to-one financial advice.
The campaign begins tomorrow (16 March) with a TV advert that will air on ITV1 during the France vs England Six Nations rugby match.
‘Invaluable Advice’, by creative agency Ogilvy UK, is SJP’s first ever national brand marketing campaign.
The creative is inspired by real client stories and follows Joe and Hannah on a single father’s life journey bringing up his daughter and the crucial and positive role played by his financial adviser Zara.
SJP chief client and reputation officer Claire Blackwell said: “This campaign is about the value financial advice plays in the lives of our clients and how it positively impacts them and their loved ones. At SJP we are committed to providing quality, long-term, one-to-one advice.
“Our brand campaign has been beautifully executed by our Ogilvy, Mindshare and Landor partners, along with Academy Films, and sensitively portrays how personal advice invaluably guides us through all of life’s ups and downs.”
Ogilvy UK executive creative directors Nicola Wood and Andy Forrest said: “Our campaign is an emotive and beautifully observed film of a single dad advising his daughter and in turn taking advice from his trusted financial adviser.
“We have fused behavioural science, creativity and strategic insight into the story, which further unfolds in OOH and radio as we explore the special bond between dad and daughter.
“What really excites us is the longevity of a platform such as ‘Invaluable Advice’. It’s one of those ideas that can evolve and grow.”
SJP has been in the headlines in recent weeks after it received a big increase in complaints from customers regarding ongoing service fees.
Two weeks ago, the Financial Conduct Authority wrote to 20 of the largest advice firms requesting information about their delivery of ongoing services to clients.
The letter laid out the regulator’s concerns that clients continue to be charged after advice has been given, and that they may not be receiving value.
SJP revealed it has received a rise in complaints and set aside £426m to cover potential compensation claims.
SJP’s financial results showed the company made a post-tax loss of £9.9m in 2023, having previously recorded profits of £407.2m in 2022.
Some in the profession believe SJP’s ‘bombshell’ results could kick-start a ‘whole new era’ for advice.
