When we got briefed on the pitch for Lloyds Premier, our strategist spent about 90% of the time talking about our audience. One insight after another. Can’t remember the last time this happened.

But the main thing that struck a chord with us, was that our audience was working their little cashmere socks off, but didn’t necessarily feel that they were doing well. So we wanted them to feel seen and reassure them that they’re doing alright and that they’ve “earned it”.

Anyways we did the pitch. Wrote a whole bunch of work. Got it all killed by research. Pestered Ben (Mooge) and Joe (Corcoran) to keep working on it. And eventually got to do the launch piece for our campaign. Time was short, budgets eaten up, but we’re still proud of what we’ve ended up with. Your hard work pays off, does your bank account?