SJP to highlight power of advice in above the line campaign

Alex Sword


The Financial Services Forum

St. James’s Place (SJP) is launching a new brand campaign which looks to spotlight the benefits of financial advice.

The financial advice company will roll out the large scale above the line campaign in spring.

The centrepiece will be a television ad based around the firm’s ‘embrace your tomorrow’ tagline, highlighting how advice can potentially transform people’s lives.

SJP has chosen to work with WPP agencies Ogilvy and Mindshare respectively on the creative and media planning aspects of the campaign.

This builds on its existing relationship with fellow WPP agency Landor, which it worked with on its brand refresh, unveiled at the beginning of 2022. This saw the firm dropping “wealth management” from its name, adding new brand colours, redesigning its logo and reducing the prominence of its trademark lion to a watermark.

Claire Blackwell, Chief Client and Reputation Officer at St. James’s Place, says: “Financial advice is deeply personal and through this campaign we aim to bring to life the value advice adds to clients.

“We want to show how, throughout life’s ups and downs, the unique one-to-one support provided by SJP advisers can have a positive impact on people’s financial futures.

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