Grey repositions Sage in personal finance market

Behind its new pay-off line of "Ask why, know how", Sage has returned to the personal finance market with significant repositioning of its brand. Its new approach incorporates a strong financial coaching aspect for its clients, which brings the relationship that much closer than the traditional broker-client arrangement. By providing the tools and know-how for its clients, Sage is now intent on building long-term relationships through empowering its clients with knowledge so that they can achieve their financial goals. This new approach also includes a drive into the emerging, newly moneyed market place.

Grey developed a visually striking campaign, comprising print, outdoor and television, intended to get consumers to question some of their base assumptions about wealth and wealth creation.

Alan Irvin, Grey's Executive Creative Director says that the commercials were all about questioning the asset-based view of personal wealth. "We wanted to get the point across that wealth is about more than money," he explains. "It is about being able to spend more time with your family, about being able to learn something new because you have the time, it's about working less and enjoying life more. You need money to do this, but the wealth of life lies in being able to accomplish these things."

By making use of visual subtlety and juxtaposition, Grey's campaign visually asks the questions the pay-off line then answers. "If you aren't spending enough time with your loved ones, why?"