Brand: Fidelity Stocks & Shares ISAAdvertiser: FidelityEntrant: Grey LondonPrincipal author(s): Lauren McIlroy, Grey LondonContributing author(s): Charlotte Soussan and Matt Gladstone, Grey London; Gail Walker, Jet Cooke, and Beth Cowley, Fidelity
This paper is about Stocks & Shares ISA.
In 2018, Fidelity was a successful and profitable business which wanted to grow.
Faced with a very large and well-funded competitor and a category focused on activation marketing, Fidelity needed to find a cost-effective way to compete and attract new customers.
Fidelitybroke from conventions, and...