Consulting - The Accord Growth Series: An industry-leading campaign to intermediaries
Updated: Aug 23, 2019
Who was it for? Accord Mortgages, one of the UK's leading mortgage lenders, part of Yorkshire Building Society; through ClientsFirst, a leading UK growth agency.
What did it involve? Consultancy, initial project spec, plan and creative
Targeting mortgage advisers, Accord Mortgages wanted to pursue an industry first; using one-to-one, content-led marketing to appeal to this audience.
The results were astounding.
Not only did mortgage brokers react to the campaign, the feedback was that content such as that which we provided was sorely lacking in the marketplace and often-requested by brokers.
As part of the initial team on the project I took the lead role in creating the concept of 'The Growth Series', working with Accord to scope the content it should entail and then coordinating both the client and various agency resources to bring The Growth Series to life. I also wrote key elements of the copy and implemented the technology which underpins the delivery of the campaign, overseeing the development of The Growth Series mini-site.
Today it is an immensely successful ongoing piece of communication for Accord, with new content released on a monthly basis. The campaign, ClientsFirst and Accord were nominated for a Prolific North Award in 2019. Visit The Growth Series here.