Quilter tackles idle money with new brand platform

Quilter has launched a new brand platform, aimed at encouraging would-be investors to enter the market.

“Money needs a plan” focuses on the problem of money sitting idle, highlighting how expert advice from Quilter can help make savings achieve more.

The multi-platform campaign includes out-of-home, social media, radio and press. It will sit alongside the wealth manager’s sponsorship of the Quilter Nations Series, an annual rugby union tournament.

Quilter partnered with the agency Joint on the work.

Quilter brand manager Sarah Ireland said: “This campaign marks a major milestone for Quilter as we renew our commitment to helping more people take control of their financial future. We’re passionate about encouraging more people to become investors and to feel confident about their financial decisions – because money needs a plan. We’re grateful to Joint for helping us bring this bold, visible campaign to life and for sharing our ambition to shift how the UK thinks about investing.”

Joint chief creative officer Algy Sharman added: “It’s been an absolute pleasure to work with the Quilter team on this campaign. ‘Money needs a plan’ is a huge platform idea, and together we’ve developed a tone of voice that is smart, but also has a sense of humour. We can’t wait to see it in the outside world.”