Giving a heritage bank a modern voice
pieces of coverage over 15 months
media briefings for 12 spokespeople
views on Inspiring Innovators campaign content
The challenge
Arbuthnot Latham is a heritage private bank with deep expertise, but in a sector often seen as old-fashioned, its contemporary credentials weren’t always clear. The bank needed to shift perceptions, demonstrate relevance to modern high-net-worth individuals and businesses, and speak to the next generation of clients.
Our approach
We started with a full immersion phase, meeting with senior leaders, auditing media materials, analysing the competition, and exploring how clients described the bank in their own words. This insight informed a fresh brand proposition and messaging strategy designed to elevate Arbuthnot Latham’s profile and reflect its real strengths.
Our communications plan focused on showcasing the diversity and depth of the bank’s expertise. We secured media briefings across the senior team, developed a stream of timely, relevant content, and launched the Inspiring Innovators campaign to reach a new generation of HNWIs.
