Independent creative agency Joint has launched a new brand campaign for Quilter, aimed at addressing the UK’s weak investment culture and encouraging more people to take an active role in their financial futures. It marks Quilter’s first major advertising work in several years—and it’s built to drive real behavior change.
Why Quilter is pushing behavior change now
The campaign is designed to motivate individuals to plan their savings and investments earlier and more deliberately. With research indicating many people later regret not investing sooner, Quilter frames the message as a practical wake-up call: the best time to plan is before “later” arrives.
“Money Needs a Plan” as the new platform
At the center is Quilter’s new brand platform, “Money Needs a Plan”. The idea highlights the risk of leaving money unmanaged—where it can sit idle or lose value over time. The creative shows how Quilter’s financial experts help people make money work harder through tailored planning and professional advice.
OOH built for reach, credibility, and repetition
The campaign features a wide-reaching OOH rollout supported by DOOH, social media, radio, and digital audio. Media placements extend across LinkedIn, Meta, national press, and outdoor sites across the UK, including high-frequency rail and roadside locations—formats that keep the message visible in daily routines.
Strategic timing around the rugby calendar
The rollout is also timed to align with the autumn international rugby calendar, supporting the Quilter Nations Series across England, Ireland, Scotland, Wales, and Italy. That alignment adds cultural relevance and repeat exposure—helping a financial message land in a moment when attention is already high.
A smart tone: serious topic, human delivery
Joint’s leadership notes the platform is designed to feel smart, but with a sense of humor—avoiding the category’s typical generic reassurance. Quilter positions the work as a renewed commitment to helping more people become confident investors, because, as the platform says, money needs a plan.
FAQs about this campaign
What is Quilter’s ‘Money Needs a Plan’ campaign?
A new brand platform created with Joint that encourages people to plan savings and investments earlier, positioning Quilter as a wealth management partner.
What insight is the campaign built on?
It highlights that leaving money unmanaged can be risky—where it may sit idle or lose value over time—so money needs a deliberate plan.
Where is the campaign running?
Across the UK with a major OOH rollout supported by DOOH, social, radio, and digital audio, plus placements on LinkedIn, Meta, national press, rail, and roadside sites.
Why is the timing tied to rugby?
The campaign aligns with the autumn international rugby calendar and supports the Quilter Nations Series across multiple countries.
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