UK's Quilter Takes to Television for the First Time

Quilter again partnered with independent creative agency Joint to bring its Money Needs a Plan platform to television for the first time, marking the wealth manager's biggest brand push to date.

The campaign launches on July 25 and runs for five weeks across TV, VOD, social and digital channels and follows on the heels of last year's OOH campaign seen across rail, roadside and digital sites, reinforced by social, radio, digital audio, press and placements tied to the autumn rugby calendar under the Quilter Nations Series.

The hero film is directed by Tim Godsall, known for comedic storytelling, and uses humour to reframe how people think about their relationship with money. Rather than leading with financial complexity or anxiety, the creative is built around a simple and relatable central message: money sitting without a plan is money not working. New digital executions were shot separately by photographer James Day.

Quilter's Chief Customer Officer Jo Harris framed the campaign around accessibility, noting that financial planning does not have to be complicated or reserved for the wealthy, and that having a clear idea of where you want to get to is the starting point for practical steps in the right direction. Joint Chief Creative Officer Algy Sharman described the TV spot as smart and funny but most importantly persuasive.

Full story: Roastbrief