Wealth consultant Sebastian Dovey's latest baby is Ruby, not a child, but a new award, the Oscar award for videos from wealth managers.
Its not all red carpet glamour and cocktails though, as well as panels of industry experts, there is some serious science being developed in order to find the most effective visual communication from a wealth manager.
High Net Worth (HNW) and Ultra High Net Worth (UHNW) clients were tracked, their emotions were monitored online throughout the entire watching of the videos, in the same way sentiment testing is utilized during political campaigns. Dovey thinks the medium is going to be revolutionary for future insight.
Focus on The Future
He also firmly believes that within 24 months the recognition of the power of TV and digital ad campaigns will be a central factor of all marketing and there will be more awards to celebrate them.
«Wealth management is all about engaging content management and distribution. There is no reason why visuals including motion pictures should not be part of this.The winners will be those that recognise this is their chance to change. Don’t celebrate the past, focus on the future. Clients are demanding it,» said Dovey.
Already Entertained
In Asia we are already being entertained by the Bank of Singapore who produce a series of slick and emotive ads around a UHNW client, and fellow Singapore bank DBS who have gone one step farther and have been running a mini series based on true banking/life situations called Sparks.
And the Ruby goes to....
