Ledbury was a small research organisation whose specialism was high net wealth individuals. With a team of 35 people, their offer helped luxury brands and private banks understand the world of wealth.

Background

We met Ledbury through a mutual client, Coutts. They saw the work we had done with the private bank and asked us if we could help them to better articulate what they offered – and perhaps more importantly, help them to refocus on their clients, rather than research processes.

It was an interesting situation. Ledbury’s research unearthed fascinating information about the lives, lifestyles and views of the world’s wealthy and super-wealthy. However, because they presented this insight in a research-focused, academic way, its impact could often be lost.

What we did

Initially, we audited all of Ledbury’s communications – from their marketing collateral, through to their reports and even their transactional information.

We spoke at length with the owners of the organisation, teasing out details of the company’s ambitions and direction.

We then created a tone of voice that conveyed a modern, forward-looking, intelligent and easy-to-work-with organisation. This was followed up with training for all researchers and marketers, as well as one-to-one coaching sessions for senior executives.

Results

Ledbury’s offer became easier to understand, and its reports became instant talking points and sources of inspiration for their many luxury clients. 

Importantly, their offer became differentiated from the other research outfits working in their area – this led to Ledbury raising its profile and gaining clients beyond word-of-mouth recommendation. In the year following this piece of work, Ledbury was acquired by Wealth-X.

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