BNY - Retirement
VIDEO
BRAND
THE PROBLEM
Retirement. Everyone’s talking about it. Most say the same thing. But IFAs know the game is changing.
BNY Investments wanted to break through the noise.
The brief was clear. To help financial advisers speak to modern clients, without sounding like everyone else.
It’s not just about grabbing attention, it’s about helping IFAs hold it.
OUR APPROACH
We brought in social-historian Eliza Filby, creating a series where she sat down with four generations - Boomers, Gen X, Millennials, and Gen Z - to hear their unfiltered thoughts on what retirement actually looks like to them. No scripts, just real conversations.
To tie it all together, we hosted a roundtable discussion with BNY’s Head of Retirement, Richard, bringing all four generations into one room, to unearth lessons that advisers could use to spark better conversations with their clients.
The result? A campaign that didn’t just talk about retirement, it made people think about it in a whole new way.
Client Testimonial
"Working with ITCH has been an exceptional experience from start to finish. Their team of creative professionals brings unparalleled expertise and passion to every project they undertake. Whether developing innovative digital campaigns, crafting compelling content, or refining our brand’s online presence, ITCH consistently delivers results that exceed expectations."
Lucy Silva, BNY, Head of UK Segment Marketing
