Sometimes, being the largest professional services firm in the world has its disadvantages. The Private Client Services division of PricewaterhouseCoopers services high net worth individuals, entrepreneurs and family businesses. These people all need business advice, but don’t think to turn to PwC because they believe the firm only services the big end of town.

Private Client Services (PCS) is an important division within the organisation,
both nationally and globally.

In Australia, they were aware that the three leading banks in Australia had placed
a renewed focus on this market. Therefore, they asked Highway 101 to create
a national print campaign that would highlight the world-wide experience
and resources that PCS can make available to their clients.

Like many financial service market segments, our research confirmed that most competitive advertising was generic, and lacked focus. Fortunately, we had
a very clear understanding of the target market groups we needed to connect with.

With this in mind,we were able to create a campaign clearly aimed at those people. Each advertisement was conceived to reach particular groups within our target market, using a short storyline instead of a headline to describe the kind of person who would most benefit from PwC Private Client Services.

Although the intended aim of the campaign was to establish a stronger awareness of PwC’s capabilities in this market, the response within the first two months exceeded all expectations – much to the surprise of PwC, many new clients
called them directly after viewing the campaign.

So, despite the fact that the advertisements were created to produce results over the long term, it is clear that they also generated an immediate response from potential customers.