FEATURE: TV ADVERT

Our new television advert – the power of being bigger picture thinkers Tracy Hirst Head of Group Marketing PSG

PSG recently launched our new television advert. It tells the story of the 1955 motor race and the record win by Sir and his navigator, . Moss and Jenkinson secured their win by taking a broader view: they realised the importance of the driver/navigator partnership, used an innovative new navigational technique and spent hours mapping their route ahead of the race. In doing so, they set a record time that remains unbeaten. Similarly, as bigger picture thinkers, PSG considers every detail to ensure the best possible results for our clients.

A momentous event in motor racing Applying a broader perspective history While other race entrants focused primarily on optimising the The scene is set in the northern Italian city of , at performance of their cars, Moss and Jenkinson took a broader the finish line of the 1955 Mille Miglia. British racing car view. Their approach was to consider all the factors that could driver Stirling Moss and his navigator, Denis Jenkinson, are influence their racing time, both mechanical and otherwise. By celebrating a historic win. They have just completed the close recognising the importance of how well they themselves – and to a thousand mile open-road endurance race in the fastest not only their car – could navigate the route, they went a step time ever recorded – indeed, a record that still stands today. further than their competitors. They were more thorough in Cameras flash furiously around them, the crowd clamours for a their planning, more innovative in their approach and more closer look and journalists lean in for a shot at the inside scoop. collaborative in securing a successful partnership. Ultimately, Exactly how did the duo manage this extraordinary feat? this gave them the edge.

The benefits of adopting a unique approach PSG are the bigger picture thinkers in Our story moves to the build-up to the win. Moss and Jenkinson financial services are racing along the hazardous route. Moss’s eyes are fixed We have used the story of Moss and Jenkinson to highlight how determinedly on the road but Jenkinson’s attention is focused PSG embraces a similar approach. At PSG, we consider all the elsewhere. On his lap, Jenkinson holds a Roller-Map, a new factors that can affect the end results for our clients across each navigational device on which they have recorded every twist of our three divisions: PSG Wealth, PSG Asset Management and turn of the course. Using the Roller-Map, Jenkinson knows and PSG Insure. We offer access to a full suite of financial exactly what to expect from the stretch of road ahead and he products to meet all of your financial planning needs – from can communicate this to Moss, enabling him to navigate the investments to insurance and all wealth management services route quickly and confidently. in-between. This is backed by access to high quality advice, FEATURE: TV ADVERT

available from a broad network of advisers that spans across product and service offering on a global scale. In addition, South Africa and also reaches into Namibia and Mauritius. the time period and setting is glamourous and aspirational, To provide the best possible support to both our clients and which encourages positive emotions. advisers, we continuously focus on enhancing our operations 5. We have given a lot of thought to the treatment of the and technological capabilities, ensuring that we remain ahead advert to ensure it underpins our brand image: in a fast-paced, ever-changing and competitive environment. a. The colour grading fits in with our recently established We know that the best result can only come from seeing the corporate identity – a warm palette that highlights the bigger picture, and having the courage to act on it. importance of our relationships with our clients. b. Because we want the advert to have a long lifespan, How our advert conveys our brand we have created intrigue by combining footage moving both forwards and backwards, as well as slow-motion positioning interspersed with moments of speed and power. Part of creating value for a brand includes consistently c. We have included actual stock footage from the event at communicating the brand values to the public. Our advert the end of the advert, which speaks to our authenticity differentiates PSG and communicates our unique selling and integrity. proposition as the bigger picture thinkers in a number of 6. The advert will be relevant to many audiences. There are few different ways. who can say they have never been in a race before. There 1. Just like Moss and Jenkinson, PSG has the vision of a are even fewer who can say that winning is not satisfying. positive, ambitious and successful end result. We have 7. The timing of the advert launch supports its messaging. In the desire to achieve great results for our clients, even if it uncertain and volatile times, it helps to have someone to means challenging the norm and doing things differently. steer you through difficulty. Good navigation will get you 2. PSG takes a rigorous and thorough approach in all that we there quicker and safely. do. There is no substitute for proper preparation. 3. There is a close analogy between the driver/navigator View the advert online and help us spread relationship and the relationships PSG and our advisers have with our clients. With the right direction and guidance, we the message foster successful partnerships with our clients along their We are delighted to share our new advert with you. To view it financial journeys. online, follow this link: 4. Using well-known icons gives the advert an international https://www.psg.co.za/about-us/PSG-Bigger-Picture-Thinkers/. flavour, showing that PSG can compete with our professional Please feel free to leave a comment and to share this link with your contacts, family and friends.