The challenge
Asset management firm Vanguard needed to promote their Advisor Support service in Germany with a localised multichannel campaign. Our challenge was to balance brand cohesion with local market effectiveness.
Our approach
Research insights from Vanguard Germany showed that customer investment habits were markedly different from those of their UK counterparts. Working closely with Vanguard’s European headquarters in the UK, the German team, and their advertising agency, we identified the Advisor Support services with greatest appeal for the target audience.
leap’s transcreation team organised in-market copywriters and proofreaders with finance sector expertise to transcreate written text and voiceover scripts. Our studio worked with the transcreated copy and artwork guidance, and we coordinated an effective delivery workflow to ensure approval of campaign assets from key stakeholders across both markets within tight turnaround times.
The outcome
Because of our collaborative, integrated approach, the series of digital banners, localised brochures and press ads we produced resonated strongly within the German market without threatening Vanguard’s international brand cohesion.
Expertise required
- language and culture
- studio and production
