Project Description

Background

Back in 2016 I was head of Design at The Refinery and one project I was particularly happy with was the advertising campaign for Foxleigh Knight.

The brief was simple: to reposition an accountancy firm to target SMEs for new business opportunities.

We did SM and DM (with a have a coffee on us kind of thing) as well as a general Brand advertising campaign – which is the subject of this portfolio post.

The Creative Direction & Approach

I’ve already delivered creative direction for 5+ year advertising campaign to a number of global brands (such as Lloyd’s Register for instance) so am very familiar with the B2B needs of advertising.

My aim for this campaign was to re-position the client as not just accountants but as “your new business partner”.

To do that I took the high road in terms of creative on the premise that any self-respecting board member of an SME or more would not be stupid and therefore should not be talked down to. At the same time, this was then a matter of positioning the client at that exact level.

To engage with the target market.

Creative Direction

My concept was simple – reposition the client with a level of gravitas that the target market would understand, recognise and hopefully, engage with. So the campaign and tone of voice is aimed at treating the target market with respect and on their level.

Take “self-help” books – many of which are global phenomenas and re purpose them for the campaign title I’d written which was: “If you need these you don’t need us” as in: we want clients who already know what they’re doing – and that’s were we can help.

Campaign Title:
“If you need this, you don’t need us”

So I re-created similar but not exact copies of well known self-help books.

They are all so ubiquitous in our that it’s the concept of playing on what we know – but slightly re-jigging it so there’s no copyright issues – that, I think, makes this work. – It’s at once recognisable – but different – to sell exactly that message.

Who said advertising accountants should ever be dull?

Campaign advertising copy

Advert 1:
“Business for Simpletons”

Doing business isn’t rocket science…

and no manual can make up for common sense.

At Foxleigh Knight we work with companies that know what they are doing and then we help to make them even better. Were more than accountants – we’re your new business partners.

If you’re a medium sized firm, or a new start up, and want to get to a new level, its time to ignore the manuals and speak to someone who can help you make sense of the choices you have.

That’s what we do. It’s not that complicated really.

Advert 2:
“How to Win People Over & Influence Them”

It’s no joke, but…

…we all do better business with the people and companies that we can communicate with.

At Foxleigh Knight we work with companies that know what they are doing and then we help to make them even better. We’re more than accountants – we’re your new business partners.

If you’re a medium sized firm, or a new start up, and want to get to a new level, it’s time to do what you’d do in any business scenario: talk to a company that can help.

Not being funny, but that’s what we do.

Advert 3:
“The 7 habits of Highly Effective People”

The rules of successful business are simple, aren’t they?

Find the best person for the job, streamline your services and evaluate success.

At Foxleigh Knight we work with companies that know what they are doing and then we help to make them even better. We’re more than accountants – we’re your new business partners.

If you’re a medium sized firm, or a new start up, and want to step up to the next level, it’s time to get serious and call the best people for the job.

That’s what we do. Highly effective isn’t it?

Foxleigh Knight 2016 advertising campaign.
Image gallery & lightbox