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Zambezi | Creative Brief | Strategy   

TL;DR

The Ask:

Grow our market share to ~8% share of assets served to ~$3.3T by 2030.

Situation:

We’re being outspent by institutions with more established names in the category. 

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And we're working against a perceptual challenges across advisors and institutions: a home for less sophisticated advisors, designed solely for Independent Advisors, lacking the scale of resources. 

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​In response, stakeholders are demanding more from the LPL brand

Audience:

Advisors and investors have distinct needs, they are connected by a shared mindset - Ambitious Visionaries. 

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​Our audience has ambitious dreams, but is limited by restrictions. Currently, “success” looks and feels the same across the category. With our competitors dictating terms for the success of advisors and 

investors, rather than demonstrating an ability to collaborate. 

Strategic Approach:

Removing obstacles to unlock boundless possibilites

My Role: 

  • Researched trends, audience. and competitive landscape surrounding financial institutions, advisors, and investors 

  • Helped put together creative thought starters and jumping off points

  • Helped to craft the strategic approach and opportunity for the campaign

Opportunity:

Create a brand presence just as powerful as the service we deliver. 

The Insight:

LPL is in service of 

making your vision 

a reality.

We have the perfect product and service to get us to our desired milestone

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We’re being outspent by institutions with

more established names in the category

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We had to work against a perceptual challenges across advisors and institutions

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In response, stakeholders are demanding more from the LPL brand

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We operate in a dynamic industry with behaviors, needs
and demands constantly evolving

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While each of our audiences have distinct needs, they are connected by a shared mindset - Ambitious Visionaries 

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All craving to pave their own path to success

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Currently, “success” looks and feels the same across the category

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With our competitors dictating terms for success of advisors and investors, rather than demonstrating an ability to collaborate

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Our audience has ambitious dreams, but is limited by restrictions

LPL has always built around the needs of advisors so they can take care of their investors

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And flexibility is our superpower

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We are the invisible hand that guides you closer to your dreams,
LPL is in service of making your vision a reality

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Strategic Proposition 

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Audience Application 

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Strategy Overview

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Strategy Team: 

Account Team: 

Creative and Production Team: 

Alyssa Tigue: Group Account Director

Matt Babazadeh: Head of Strategy

Lauren Northcott: Senior Project Manager

Rachel Lynn: Account Supervisor

Justin Clagette: Strategy Director, Brand 

Laura Lapham: Associate Creative Director

Cat Marsh: Strategist

Julie Soluri: Associate Creative Director

Gavin Lester: Associate Creative Director

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