Legal & General wins at DEA Awards

17 February 2012

LONDON: Legal & General won the Grand Prix at the 2012 DBA Design Effectiveness Awards, for its efforts to unite a diverse range of financial services products under a single brand positioning.

Organised by the Design Business Association, the annual Design Effectiveness Awards honour the brands achieving a tangible return on investment from their activity in this area. Warc subscribers can see the winning papers here.

Legal & General, the risk, savings and investment management group, worked with Smith & Milton to create a new "visual identity" for its brand, reflecting a consolidation in the company's business structure.

Based around the tagline "Every Day Matters", this initiative led to a 2.9% improvement in market share, and fuelled substantial increases in revenues and the firm's share price.

"Our brand is our most valuable intangible asset, currently worth £1.3bn," Tim Breedon, Legal & General's CEO, said in the case study.

"It creates demand, secures business partners, reassures financial markets and drives total shareholder returns."

Alongside the Grand Prix, some 12 Golds, 25 Silvers and 21 Bronzes were handed out at the event, with the recipients active in sectors ranging from the food and beverage industries to educational and cultural institutions.

One of the other well-known brands picking up Gold awards was The Body Shop, for its attempts to stop the sex trafficking of children and young people, developed in conjunction with the agency, 300million.

By utilising a brand positioning, imagery and campaign ideas that were highly distinctive, a total of 6.6m signatures were secured on petitions worldwide, with donations exceeding the objective by 200%.

Such was the international impact of this scheme that Bill Clinton, the former US President, described it as "an exemplary approach to addressing a specific global challenge."

Among the additional Gold winners were Asda, the supermarket chain, Anchor butter, Bottlegreen Drinks and Peppersmith Gum.

Warc subscribers can access all the winning entries to the 2012 DBA Design Effectiveness Awards here.

Data sourced from Warc