How changing one small word turned a brand story on its head


Scottish Widows

What we did

How can a B2B financial brand make its mark in an undifferentiated market?

By reinventing their brand promise.


In 2019, Scottish Widows launched their consumer positioning ‘Taking on your future together’ with a high impact campaign, which injected warmth and ambition to the brand. But while consumers were feeling the love, trust and confidence in the adviser brand was eroding – and it was our task to build it back up. So we made it our mission to bring back the wow in the Scottish Widows adviser brand.


We began by conducting research with financial advisers, which showed us that they were looking for providers to relate not just to their clients’ needs, but also to their own, and they were disappointed with the lack of regular, meaningful and consistent content to support them. This shaped our strategy to deliver a meaningful positioning for the B2B brand which would inspire trust.

After testing a range of positioning statements, we realised the answer was closer than we thought. A tiny tweak to the consumer line, and ‘Taking On The Future Together” became the thread that would carry our brand story. The new brand promise meant Scottish Widows were now expanding their commitment, to take on the future of advisers’ business and of their shared industry.

To support this promise we developed a range of content which included new assets such as a manifesto film, and repurposed existing pieces, from technical guidance to topical webinars. And we designed a content hub to house it all, acting as a gateway to the wealth of support and expertise Scottish Widows offered. In short, we helped Scottish Widows deliver exactly what advisers felt was lacking in the market – meaningful and relevant content to support them. And in the process, we helped our client reinvent their B2B brand and regain trust.

“ I want to say thank you. The teamwork, spirit and general can-do attitude that went into the campaign has been amazing. From a spectacular launch event to absolutely great social and a beautiful website it really has been an absolute pleasure working with you all on it. ”

Scott Stevenson

Marketing Manager, Scottish Widows

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