Calling all Restless Spirits

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Our brand and cultural
transformation purpose

To enable entrepreneurially-minded restless spirits to fulfil their ambitions

A black and white landscape

The UK banking landscape was fairly black and white. McBanking for the masses or private banking for the squillionaires. Each a sea of sameness as far as products and services were concerned.

Enter Investec: a challenger private bank from South Africa disrupting the UK’s high net worth banking market with products and services designed to help the entrepreneurially-minded fulfil their ambitions. But whilst people knew Investec’s zebra icon, what it stood for wasn’t clear.

Transforming the brand, from the inside out

Investec has a rich history of doing the right thing and challenging convention, right from their humble beginnings in apartheid South Africa. So we created a ‘Culture Roadshow’ - a series of interviews, events and content designed to remind them of their achievements and shine a light on the restless-spirited behaviour that defines them.

In doing so, we built their brand from the inside out. Investec is the private bank run by, and for, those with a glint in their eye. The entrepreneurially-minded. A bank for the restless spirited amongst us.

Capturing the Restless Spirit

To connect with our audience externally, we curated restless-spirited ambassadors; accessible entrepreneurs doing extraordinary things, captured in a world of modern aspiration. They asked questions only restless spirits would relate to. And, if they got the questions, Investec would be a private bank that got them.

But because only 5% of people change their bank account each year, we became utterly restless-spirited in creating compelling, ongoing engagement with them. We curated a programme of content and events, ‘The STAND’, which challenged perceptions and conventions on topics that our audience were interested in. All seamlessly integrated and carefully building a high net worth relationship.

The results have been far from ordinary. 24% greater recall of communications than the market leader on less than half the budget. Overall awareness of Investec Private Bank has risen by 20% and hundreds of millions of pounds of business has already been generated.

BBD Perfect Storm

Founded in 2013, Perfect Storm is the Brand and Cultural Transformation Company. Perfect Storm was founded to help organisations grow by transforming themselves and their category through creating a culture rooted in a greater purpose that creates the brand's North Star. We believe the only way to build brands is authentically, from the inside out. We design, create and help build world-class purposeful brands. Through a Brand and Cultural Transformation Framework, we help organisations unlock discretionary effort from their staff and irrational loyalty from their customers. We are Perfect Storm, the brand and cultural transformation company.