RKCR/Y&R has created the first major campaign for Lombard Odier, the 220-year-old Swiss bank. The “Rethink Everything” campaign, which spans print, digital, online, outdoor and social media, aims to challenge people’s preconceptions about business and the economy. The campaign encapsulates the philosophy that Lombard Odier has used to successfully guide its clients through 40 financial crises over 220 years. The press, outdoor and digital work, which launched yesterday (September 22) in the UK, France, Switzerland, Hong Kong and China, will be supported by a content campaign featuring editorial, film and branded content partnerships and PR.
National and international journalists and commentators, assembled by Wallpaper magazine’s Editor-at-Large, Henrietta Thompson, will create an editorial series running on the official Lombard Odier website and LinkedIn, giving a fresh perspective on current affairs, economic issues and culture. The editorial series includes full-length features, Q&As, video features, illustrations, infographics and photo stories. In addition, partnerships with the Financial Times and Monocle from October onwards will feature branded editorial, short films and events to engage with an international audience of high-net-worth individuals. The campaign also includes a new manifesto film, to run on the Lombard Odier website, which encourages viewers to ask new questions, confound expectations and challenge conventions; conveying Lombard Odier’s own philosophy and its fresh approach to marketing in the international high finance sector.
Fabio Mancone, Lombard Odier’s EVP and Chief Branding Officer, said: “Our brand philosophy is bold and thought-provoking. Since 1796, we have constantly evolved and Rethink Everything perfectly encapsulates the spirit of Lombard Odier and our approach to the industry and culture.” Richard Jonestone, Managing Partner ofContent at RKCR/Y&R, added: “Lombard Odier is a highly regarded and trusted global wealth and asset manager, that has successfully guided its clients through 40 financial crises. With this carefully crafted multi-dimensional campaign, we aim to engage a global audience with the bank’s pioneering spirit.”
