Winners 2022

Best corporate publication

Brewin Dolphin
Agency: Wardour

Perspective is a bi-annual magazine, containing general interest articles, thought leadership, lifestyle and finance content, that is produced for wealth management company Brewin Dolphin, and is distributed to its private client base – both current and potential.

Founded on the belief that successful management of wealth is rooted in an understanding of people, Brewin Dolphin invests in its client relationships before it invests a penny of its client’s money. Perspective is part of that investment.

Creative agency Wardour has identified three core editorial values that drive Perspective. The publication must be genuine, and thus be interested in people and society. It must be an expert, taking a long-term view to put events in context and demonstrate depth of knowledge. And, it must be ambitious, providing inspiration to help Brewin Dolphin’s clients do even better.

Perspective should open the eyes of Brewin Dolphin’s clients to new opportunities and ideas, such as the role of letters in modern correspondence or examining the next frontier of space travel, while providing inspiration for conversations. But it must also represent Brewin Dolphin’s core values, and appeal to an audience with varying levels of financial knowledge.

Each issue starts with a collaborative exercise, in which ideas and inspiration are drawn from a team of expert financial, business, lifestyle and technology journalists. These findings are brought together with the experiences and observations of Brewin Dolphin’s advisers, drawing on discussions with their clients about issues that matter to them.

As a final check, to ensure that the content will resonate, Wardour approaches Brewin Dolphin’s clients to finesse its understanding of the audience’s needs.

This has led to issues that have looked at subjects as diverse as the investment opportunities that arise when a musician sells their back catalogue; innovation in materials and plastic alternatives against the backdrop of climate change; the viability of nuclear energy as a power source; and 100 years of the BBC.

The magazine uses engaging design, infographics to explain complex processes (particularly useful when explaining nuclear energy), timelines and, of course, a crossword in each issue.

The most recent readership survey, which polled 500 individuals, revealed that more than 90 per cent rate Perspective as good or excellent. And while 45 per cent are happy to continue receiving two issues a year, a further 34 per cent would prefer a quarterly publication. More importantly for Brewin Dolphin, ten per cent were inspired to set up a meeting with the wealth manager after reading while 48 per cent recommended its services to others.

The judges were impressed by the strong design and the focus on entertaining content, which ‘led to good results in the survey data’.