RBC Brewin Dolphin

With a history stretching back more than 260 years, RBC Brewin Dolphin is one of the oldest and most respected private client investment managers in the UK.

RBC Brewin Dolphin prides itself on the strength of its client relationships. Perspective plays a part in that, supporting these relationships and continuing the conversation. Crucially, it is also used as a client acquisition tool during conferences, speaking events and prospect meetings.

Perspective is a biannual magazine of general interest, thought leadership, lifestyle and finance content that goes to all of RBC Brewin Dolphin’s private clients. As a project, it’s a great example of how Wardour works collaboratively and creatively, and how we can bring in outstanding external insight that really adds value for audiences.

How we work as a team

Planning Perspective is a delicate balancing act. It involves ensuring that the magazine is not only an interesting read, but also clearly represents RBC Brewin Dolphin’s core values while appealing to an audience with varying levels of financial knowledge.

The start of each issue is a collaborative exercise, drawing in ideas and inspiration from a team of expert financial, business, lifestyle and technology journalists. We combine these with the experiences and observations of RBC Brewin Dolphin’s advisers regarding what their clients are telling them at the coalface. This is then distilled into a longlist of story ideas that forms the basis of a discussion with RBC Brewin Dolphin’s marketing team, who have their own set of strategic objectives regarding what the firm needs to communicate.

With ideas debated, objectives agreed and briefs refined, we begin reaching out to the external market.

This requires constant communication between Wardour and the client. For example, does an entrepreneur who made their fortune from payday loans represent the kind of market RBC Brewin Dolphin wants clients to invest in? Crucially, do these stories chime with the magazine’s editorial values: are we creating content that is genuine, expert and ambitious?

Over the past 12 months, we’ve continued to work hard to raise our game and deliver a publication that is on brand and of its time.

Results

Perspective has been part of RBC Brewin Dolphin’s relationship management strategy for many years now and there’s a reason for that – evidence shows that it works. Correspondence from readers reveals an active audience, and when formal survey work is carried out it shows that reader happiness translates into engagement and advocacy for the brand.

In the last reader survey, more than 500 individuals responded to a detailed questionnaire. The topline findings were:

• 90%+ rate the quality as good or excellent
  
• 46%+ discussed RBC Brewin Dolphin with a colleague or friend after reading
  
• 48%+ recommended RBC Brewin Dolphin after reading
  

The magazine has also seen notable success in content marketing awards programmes over the years, most recently winning Best Publication in the CorpComms 2022 Awards.

To learn more about how Wardour can help with your next campaign, pop us an email at hello@wardour.co.uk – we’d love to have a chat with you.