Wunderman wins first direct campaign and new brand brief

first direct ©mediashotz

HSBC-owned bank first direct has appointed Wunderman Thompson to develop and launch a new campaign and overarching brand positioning for first direct.

WT and first direct

The ambitious new work will launch in 2022, with Wunderman Thompson’s brief being to communicate a refreshed brand purpose via an integrated brand campaign.

“Showcasing first direct’s unique straight-talking personality, the campaign will aim to grow our customer base and showcase our relevance to society”, said first direct’s Head of Marketing, James Davies. 

“It includes a strong focus on social – across multiple platforms – whilst feeding into an always on, long-term creative platform for the UK market.”

The agency appointment sees first direct move from The Brooklyn Brothers to join parent company HSBC UK at Wunderman Thompson – although each brand will be supported by a distinct team.

Tom Drew, Executive Creative Director at Wunderman Thompson UK said: “We’re beyond pleased to have the opportunity to breathe new life into first direct – such a distinctive brand, and the original challenger brand in the sector.

James Davies, added: “I’d like to thank The Brooklyn Brothers for their partnership with first direct over the past two years. 

“From launching Money Wellness in January 2020 — a prescient positioning given the impact of Covid-19 on wellness and personal finances – through to our current campaign showcasing our leadership on customer service, The Brooklyn Brothers team have always shared a passion for our customers.

“As we look to the future, we’re excited to be working with Wunderman Thompson to develop a new brand platform that will resonate with our most loyal, longstanding customers as well new audiences who have not heard of first direct, driving customer growth, employee engagement and recruitment. 

“Our teams immediately bonded with great chemistry and fantastically productive collaboration. We look forward to what’s to come next!”

Jackie Stevenson, CEO The Brooklyn Brothers said: “We’re proud to have helped first direct’s positioning as the wellness bank and to have played a key role in developing innovative new product & service propositions.

“We wish them nothing but the best in writing their next chapter.”