Byfield devised and implemented the Success in Succession profile raising campaign for Wedlake Bell’s Private Client Group. We chose the topic of Brussels IV – a revolutionary European Regulation which allows individuals to choose the law governing the succession to their EU assets on death – as it allowed a range of fee-earners in the Group to comment. Furthermore, as a new piece of legislation there was a gap in the market for the Team and wider firm to be positioned as a leading commentator. Finally, it also had longevity which is beneficial in building a successful campaign over time.
The Byfield Difference
Following the development of the campaign name, key messages and branding, Byfield introduced the campaign to the media and advised Wedlake Bell on wider marketing initiatives. These included a breakfast seminar for referrers, Client Bulletins, a Client Guide on the new legislation, videos and a Twitter Q&A in conjunction with leading high net worth publication, Spear’s.
A wide range of coverage was achieved through the Success in Succession campaign, including The Daily Telegraph, leading trade magazines – such as Spear’s, Private Client Adviser and Your Money – and broadcaster Share Radio. Alongside the other targeted marketing activities this positioned Wedlake Bell’s Private Client Group as the preeminent adviser on this important change to succession rules as well as increasing the profile of the Group more widely.