Royal Bank of Scotland - Test

Inflection Point: A global financial services giant launches a new investor products business.

When the Royal Bank of Scotland (RBS) introduced a completely new set of investor products in the U.S., it faced considerable challenges. Recent market turmoil had left many investors skeptical of complex financial products and a number of entrenched competitors had a significant head start.

Research revealed that investors wanted the ability to fully understand their investment options. The new RBS investor products brand projects a sense of investor empowerment in words and images, through print literature, on the web and in unusually deep educational materials. An advertising campaign initially targets brokers and registered investment advisors, giving them the tools they need to reassure and educate their clients.