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Lombard Odier rethinks the sustainability revolution with new campaign
Article published in persönlich, November 2, 2018
When a business has thrived through more than 200 tumultuous years, it is worth identifying the central philosophy at the heart of that resilient success. For Geneva-based private bank, Lombard Odier, it boils down to a straightforward mantra: rethink everything. That message has driven a three-year brand campaign which has now embraced the most urgent issues of our age.
With a new video and visuals launched in mid-October, Lombard Odier has shown what is possible when a business gets wholly behind a campaign. The bank has set out a decisive and positive vision of the future by inviting clients and staff to rethink sustainability. The campaign has been set in motion by an unequivocal mission statement from Senior Managing Partner Patrick Odier.
His words position the sustainability revolution as “perhaps the greatest investment opportunity in modern history.” It is a call to arms that reaches into Lombard Odier’s heritage -- and makes it all about the generations to come.
Impact
Back in 1841, the bank’s partner Alexandre Lombard offered one of the first pieces of responsible investment advice when he urged clients to avoid investing in southern US companies reliant on slave labour. More recently, the bank has been at the forefront of a growing belief in the financial industry that companies and countries which carefully manage their human, social and environmental resources will underpin a new era of thriving economies.
Led by Fabio Mancone, Lombard Odier’s Chief Branding Officer, the new wave of the campaign was developed with London creative agency RKCR/Y&R and is presented in compelling video, banner ads and visuals. The two visuals -- on/off and shareholders– seek to capture the genuine challenges at hand.
On/off signals now is the time to act. It is an acknowledgment that the age we live in has brought threats to our existence and that a tipping point has been reached.
On/off signals now is the time to act. It is an acknowledgment that the age we live in has brought threats to our existence and that a tipping point has been reached.
The shareholders visual bolsters that message. The world has been entrusted to us, and we have a responsibility to pass it on intact. Our economic model risks failing its most precious shareholders, our children. They are no longer guaranteed the future that previous generations took for granted. The time has come to favour sustainable, long-term thinking that delivers investment returns while securing the destiny of our families
The shareholders visual bolsters that message. The world has been entrusted to us, and we have a responsibility to pass it on intact. Our economic model risks failing its most precious shareholders, our children.
Experience
The campaign reflects Lombard Odier’s long experience as a sustainable investor. The idea is not to cajole clients into responsible investment strategies, but to provide the evidence that shows investments which address the risks and opportunities from sustainability issues will drive returns. Portfolios are reviewed using a three-pillar strategy as part of a process “hard wired” to show which firms are best positioned to benefit from the upcoming sustainability revolution -- and which are most at risk.
The idea is not to cajole clients into responsible investment strategies, but to provide the evidence that shows investments which address the risks and opportunities from sustainability issues will drive returns.
From the mission statement of its Senior Managing Partner to the day-to-day work of its bankers and investment professionals, Lombard Odier’s new campaign announces the bank’s wholehearted belief in sustainable investment. The key statement is an appeal to investors: “The sustainability revolution is here: will you ignore it? Or invest in it?"
It is a bold message, and it fits well with the concept behind rethink everything – which has always been about sparking curiosity and delivering valuable insight as much as it is about communicating that core philosophy of the bank. The visuals are accompanied by thought-leadership content from high-profile commentators such as British broadcaster and journalist, Robert Peston, and Financial Times columnist, Webb. That strand of the campaign will be backed up by knowledge events for clients over the coming months.
The campaign is being rolled out using internal marketing communication teams, as well as external media, PR, branded partnerships and content specialists. Readers will likely spot the ads in the grand halls of Swiss and UK airports or in the pages of The Economist, Monocle, or the Financial Times. Previous waves of rethink everything content have driven significant spikes in website traffic and click-through rates at three times the industry average, as well as encouraging impressive interaction levels on social media channels such as Instagram and LinkedIn.
Important information
This document is issued by Bank Lombard Odier & Co Ltd or an entity of the Group (hereinafter "Lombard Odier"). It is not intended for distribution, publication, or use in any jurisdiction where such distribution, publication, or use would be unlawful, nor is it aimed at any person or entity to whom it would be unlawful to address such a document.
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