Finance Marketing Summit: What happened when Wise took on its first in-house campaign
Fintech company Wise’s creative campaign ‘Made for the World’ was its first in-house campaign ever launched in Australia, and UK-based Claire Grinton, director of brand and creative, said while the process was far from easy, it was incredibly beneficial.
Delivering the global keynote speech at the Mumbrella Finance Marketing Summit this morning, Grinton described how the campaign was brought to life, from ideation to execution – and fully in-house.
Grinton delivered the global keynote this morning
It launched the brand platform by the same name, ‘Made for the World’, which aimed to highlight Wise’s differences from traditional banks.
The platform also wanted to celebrate modern Australia, with multicultural people who have financial needs that transcend Australia’s borders.
“The campaign aimed to celebrate the diversity of the people, places and moments that a Wise account is made for,” Grinton said. “We wanted to deliver to all of them.”
The company was hit with major barriers compared to its previous campaigns that had external support – most notably budget and time.
“We were only given three months to do the campaign, and had to cut our budget by about 30%”, she said.
“We had to make a number of different decisions to get this done, and it was not easy.
“We had to do heaps of cost-saving initiatives, including using our team as extras on the set, because we just didn’t have the same budget as we did with previous campaigns.”
Grinton said despite the barriers, in-house creative is extremely beneficial for the company as it “provides ease of support for growth”, among other things.
It gives better access to data, insights and outcomes, and is beneficial as the team has more knowledge of the products, which she said is imperative to a successful campaign.
“Because we’re in-house, particularly for our industry, having the product knowledge is so beneficial,” she said. “We are close to the product, which provides a closer connection, which is just so important.”
She also stressed the agility that in-house teams have, compared to agencies.
“Specifically, being in-house lets us jump on new ideas and campaigns straight away. Rather than having to reach out to agencies, if someone had an idea, we could act on it right then and there,” Grinton said.
“We learnt a lot from our previous campaigns, and felt confident we could do this new one fully in-house.
“And we followed through and did it.”
Got a tip?
Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
topics
Claire Grinton
creative
Mumbrella Finance Marketing Summit
Mumbrella Finance Marketing Summit 2023
Wise
Have your say