Talisman client: since 2010.
Brief: to provide consistent, creative financial services marketing resources.
J.P. Morgan wanted to work with a creative financial services marketing agency that could provide a broad range of services, to support their growing marketing activities. Their objective was to replace a number of suppliers where brand inconsistency and a lack of relevant creativity had become a problem.
Solution: to provide multiple comprehensive creative services.
The scope of work is extensive, including campaigns to promote and support events taking place across Europe. We use event creative theming to maximise brand consistency, impact and cost efficiency; across email, direct mail, online advertising, event microsites and registration pages and event graphics for exhibition stands where necessary.
We also design and produce literature, from corporate brochures to white papers and fact sheets, often in a multitude of languages. This has helped to create templates for future use, ensuring cost efficiencies in the extension of key brand collateral across the J.P. Morgan Worldwide Securities Services (WSS) team in London, New York and Hong Kong.
Challenges: working within brand guidelines.
The brief requires a thorough understanding of the J.P. Morgan brand to ensure its consistent application across all activities. Knowing the circumstance when guidelines can or can’t be ‘stretched’ comes with experience but is always an interesting discussion.
We are frequently tasked to source ‘museum quality’, ‘thought provoking’ imagery that reflects ‘art in everyday objects’, to meet their guidelines. A ‘toughie’ but we like a challenge!
Results: a trusted adviser.
Our broad, practical experience means we have become involved in the development of the J.P. Morgan brand guidelines, working with the teams in London, New York and Hong Kong, to ensure a coherent brand is achieved in a global marketplace.
Our contribution has been recognised in recommendations to other key business sectors within and outside of J.P. Morgan. For example, we are currently working with J.P. Morgan Treasury Services and J.P. Morgan Global Corporate Bank as well as Standard Chartered Bank in Singapore and Deutsche Bank in London, as a direct result of business referrals.