Richard Germain

Smith & Williamson is an investment manager that prides itself on doing things properly. My insight was that they were the white sheep at a time when everyone else was trying to be a black sheep (ie trying to be different, offer something new - often at the expense of the investor). The white v black/ traditional v trend has become a truly long-lived campaign, running across print, digital and dm. I also created the company's strapline Asset management as it should be.

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