Building on the success of the previous campaign, marketing adopted a multi-funnel approach from the outset. I led the creative direction and managed the team to deliver the campaign across all stages.

We structured the activity across three phases to reflect how audiences move from awareness through to conversion.

At the awareness stage, I introduced the platform “Time is money. Read wisely.”, using clean, considered visuals to position The Banker as a clear, authoritative guide in a complex space. This phase is now live and delivering strong early traction.

To strengthen the narrative, I proposed and led the development of a brand film, which was not part of the original brief. I wrote the script and worked with the team on storyboarding, AI voiceover generation and animation to bring the idea to life.

The next two phases are designed to build on this. The consideration funnel will shift into content-led messaging, highlighting the depth of insight and tools. The acquisition funnel will move into product-led creative, focusing on features and driving conversion. Both are planned and will launch shortly.

Alongside the campaign, we delivered the full creative execution for the London Stock Exchange closing ceremony, designing the event screens, merchandise and invitation. This placed The Banker in a high-profile, prestigious setting, reinforcing its authority and supporting the wider premiumisation strategy.