Addicus is a private equity firm, working with high net-worth individuals and families, providing their clients with intricate strategies to maximize their wealth. Addicus takes an inclusive approach, working with their clients’ current CPAs, Lawyers, and Investment Advisors. Their expert team then develops holistic solutions to both preserve and substantially grow their client’s wealth. Addicus had ambitious plans to expand their business, and I created these assets.
To discover what sets Addicus apart from other financial advisors, I conducted interviews with subject matter experts (SMEs)—the partners themselves. I was off-camera, asking the questions.
Island Federal has been providing personal banking services to the greater Long Island community for over 65 years. Thanks to new regulations, there’s no longer any restrictions keeping anyone from opening an account there, and their footprint had expanded to New York City. Facing strong competition from larger, nationally known banks, they needed a complete re-brand to attract new customers. Just a few months after launching it, new accounts increased by nearly 50,000.
Auto traffic on Long Island is frequently congested. These contextual outdoor boards were posted on overpasses, and drew parallels between delays in traffic and delays in meeting your financial goals.
Glendale Federal Bank in California was struggling. Under the leadership of their new CEO, Glendale Federal completely overhauled their approach to customer service, offering the instant, personalized experience people expect—years before traditional banks adopted the approach. This aggressive campaign reflected that—to tremendous effect. Glendale went from 16th in the market to 4th, and was profiled in the Wall Street Journal as a banking turnaround story.
Getting customers to switch banks is difficult. But this Direct Response commercial did. Thanks to a clever phone number, “1-800-FEDUP”, so many people responded that it crashed Glendale’s call center. The commercial had to be pulled off the air for a week until the call center was expanded. Once it began airing again, the response rate climbed astronomically. Over 100,000 new accounts were opened in under a month.
I wrote dozens of ads for the campaign, below are three that won awards.