Many diverse audiences closely follow a company's financial communications – whether they belong to the financial industry or not. Companies and institutions alike must differentiate themselves, prove their value, communicate their long-term strategic plans, and assure their stakeholders of future stability and profitability.

At Publicis Consultants |, we know how to optimise our clients’ positioning – whether it be attracting investors or communicating to financial influencers and decision-makers. Across markets and cultures, our professionals offer particular expertise in:

+ Issue
Guardian was facing intense competition and losing share to newer investment and group benefit options. Awareness of the company's range of products was low, and Guardian needed extra support for its marketing efforts including the recruitment of new financial representatives.

+ Strategic Idea
masius in New York found that Guardian was admired by those who knew the brand and had a track record of success in helping clients reach their financial goals. They also had an excellent reputation in group benefits, particularly medical. masius used insight into the company and its audiences to create the idea "Enriching Lives" to emphasize that Guardian products enhance the lives of all they touch - from employees to broker channels to worksite employers to end-user policy holders.

+ Implementation
To communicate Guardian's benefits, masius equipped the client with:

• product advertising
• recruitment print ads
• local co-op ads
• product sales kits
• recruitment materials
• business collateral
• an annual report
• web design

+ Results
The "Enriching Lives" campaign has been adopted by all Guardian business units and local agencies.
The campaign has also boosted brand awareness and helped the company recruit over 600 new financial representatives.