London, 24th July – Quilter, the wealth management company, has partnered with independent creative agency Joint to bring its ‘Money Needs a Plan’ platform to television for the first time, marking a major new chapter for the campaign and the brand’s biggest push yet.
Developed by Joint, the campaign encourages people to think about their money, and whether it’s simply sitting doing nothing for them.
Working in a category often associated with inertia, Joint set out to create a campaign that would feel simple, relatable and relevant to everyday life. Rather than leaning into fear or financial complexity, the creative uses humour to completely reframe people’s relationship with money.
Launching on 25th July, the campaign marks Quilter’s first-ever TV advertising campaign and its biggest brand push to date. Running for five weeks across TV, VOD, social and digital channels, the hero film is directed by Tim Godsall, whose acclaimed comedic storytelling brings warmth and relatability to the campaign’s central message.
Alongside the AV, Quilter will bring the campaign to life with new digital executions shot by James Day.
Jo Harris, Chief Customer Officer at Quilter said: “Most people have things they want to achieve in life, whether that’s buying a home, supporting their family, retiring comfortably or simply feeling more in control of their finances. But those goals can be much harder to reach without a plan.”
“This campaign is all about helping people see that financial planning doesn’t have to be complicated or only for the wealthy. It’s about having a clear idea of where you want to get to and taking practical steps to move in the right direction.”
“By taking Money Needs a Plan to TV for the first time, we will reach more people with a simple message that whatever matters to you in life, having a plan for your money can help you get there.”
Algy Sharman, Chief Creative Officer at Joint added: “It has been so rewarding to see how this brand platform can extend into other channels, including some fantastic new digital and experiential work as well as Quilter’s first ever TV spot. It is smart, funny but most importantly persuasive.”
