Financial Services Marketing Transcreation and Localisation

Asset management firm Vanguard needed to promote their Advisor Support service in Germany with a localised multichannel campaign. A key challenge was to balance the requirement of multi-market brand cohesion with local market effectiveness.

Insights from Vanguard Germany revealed that their customers’ investment habits differed from those found in the original UK market. LEAP worked closely with Vanguard’s European headquarters in the UK, the German team, and their advertising agency to coordinate an effective workflow. Internally, LEAP’s integrated advertising production teams collaborated efficiently to ensure approval of campaign assets from key stakeholders across both markets within tight turnaround times.

LEAP’s transcreation account managers organised in-market copywriters and proofreaders with finance sector expertise to transcreate written text and voice over scripts. Then our studio worked with the transcreated copy and artwork guidance. We created a series of digital banners as well as prepared the localised brochures and press ads. Thus, the local campaign could maximise effectiveness by placing greater emphasis on those Vanguard Advisor Support services which would have the greatest local market appeal whilst preserving brand cohesion.