Wealth management giants St James's Place and Rathbones have both previewed the launch of new TV-focused advertising campaigns focusing on the value of financial advice.
St James’s Place is launching a new advertising campaign demonstrating the value of financial advice with Bodyguard and Spooks actress Keeley Hawes.
The TV, radio and social media focused campaign will run from October into 2027.
SJP said the core aim of its campaign is to demonstrate how personal advice helps people to see new opportunities that are right for them.
Keeley Hawes will feature as the central protagonist in the new campaign, under the banner of ‘See Your Wealth Differently’.
The first TV advert, due to launch in October, sees her narrating a monologue to challenge the audience’s view of advice as she explores a stylised world of tumbling messages and notes, representing her journey through competing sources of information to find her way to her own dedicated, personalised advice.
Rob Sanders, chief client officer at St James’s Place, said: “We are building on the long-term relationships and quality of holistic advice that St. James’s Place offers to its clients, combining deeply personal relationships with the expertise and reassurance of a FTSE100 business and leader in our sector.”
SJP worked with creative agency Isobel on the project.
Rival wealth manager Rathbones also launched its first major brand campaign including its first ever TV advert this week.
The Rathbones campaign focuses on the positive impact that high quality Financial Planning and investment advice can have on people's lives. It has been developed as part of its major rebrand since its combination with Investec Wealth and Investment.
Simonetta Rigo, chief client officer at Rathbones, said: “‘Invest well. Live well.’ is a clear expression of our long term approach. At Rathbones, we believe good investing is about clarity, confidence and perspective — helping people make better decisions over time so they can focus on living. This campaign brings that philosophy to life in a way that feels human, positive and grounded in real outcomes.”
Rathbones' campaign has been developed with BBD Perfect Storm and Medialab Group and will run across TV, streaming, digital, social, display advertising and ration with initial activity focusing across London and the South East.
The latest advertising campaign is not a first presence on TV for SJP. In March 2024 the wealth manager entered into its first TV sponsorship deal with Sky Arts to increase its brand awareness.
SJP said the sponsorship was part of its wider brand awareness campaign and that the firm chose Sky Arts due to a shared desire of making their respective services more accessible and relevant to more people.