Marnus Nieuwoudt, Editor, Weber Shandwick MENATConsumer PR dazzles. Financial and professional services do not. Or so the assumption goes. In the hierarchy of perceived creativity, writing for banks, insurers, consultancies, or asset managers rarely attracts attention — unless you work in those sectors.
It isn’t flashy. It doesn’t carry the immediacy of a campaign designed for clicks, virality, or visual punch. But that doesn’t make it less valuable — or less demanding. It simply requires a different kind of craft. In high-trust environments where language does more than sell, rigour is the creative currency.
There’s a false dichotomy at play. We tend to equate creativity with style, and style with novelty. But in the financial
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Tags:asset managersAttentionBanksCampaignsclarityclicksconsultanciescreative currencycreativitycredibilitydisciplineeditorfinancial servicesinstinctinsurersMarnus NieuwoudtperceptionPRprecision in phrasingprofessional servicesproportion.public relationsreputationReputation ManagementrhythmRigourstructure that supports logictrustviralityvisual punchWeber Shandwick MENATWriting
