Rapier scoops £12m Schroder

UK finance house Schroder Investment Management has appointed Rapier to handle its £12m retail advertising account.

Rapier beat four other agencies, understood to be Partners BBDH, CCHM, ehsrealtime and the incumbent Citigate Albert Frank.

Schroder, which has a high profile in the City, is planning to reposition the brand to broaden its profile and boost sales of its investment products directly to consumers.

The company will also step up its activity with intermediary clients, such as independent financial advisers, private banks and online fund supermarkets.

In addition, the account covers the promotion of Schroder’s individual savings accounts in the new year.

Schroder UK retail marketing director Robert Higginbotham says: “Our brand has tremendous potential, with more breadth and depth than many of its competitors. We want to bring that expertise to life for the consumer.

“Rapier’s work showed real insight and we felt the creative tone was appropriate for the brand.”

The first work is likely to break in the next couple of months.

Rapier creative director John Townshend says: “The new campaign will present a fresh positioning for the brand. The work is expected to inform, build credibility and give customers reasons to believe in the long-term value of a Schroder investment.”

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