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Collinson Group: Global corporate campaigning

CHALLENGE

As a global leader in influencing customer behaviour, Collinson Group provides a range of services in loyalty and reward, lifestyle benefits, insurance and assistance services. Collinson Group challenged us to articulate its corporate proposition in a way that tells a consistent story across the company’s different brands.

APPROACH

We helped to shape the Collinson Group narrative through the development of its corporate messaging and profiling the Group’s leadership team, acquisitions and services. As part of our communications planning, we created a series of global thought leadership campaigns. One such campaign is focused on the rapidly growing mass affluent middle class – a target for Collinson Group’s customers including credit card companies, banks, airlines and hotel groups. Brands2Life worked with Collinson Group to develop an extensive study of the changing expectations and motivations of the affluent middle class in eight countries around the world.

IMPACT

The mass affluent campaign has run for two successive years and has delivered nearly 200 articles globally including coverage on BBC World Service and Bloomberg TV as well as in The Economist, Forbes and Conde Nast Traveller. To articulate the Group’s corporate strategy, Founder and Chairman, Colin Evans has been profiled by The Financial Times alongside regular opportunities for the CFO, CIO and Board Directors. The content we create is now being used as part of wider marketing programmes, including conferences and industry events in Asia and demand-generation activity across different brands and markets.

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