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RICHARD WALLACE
Senior copywriter | creative
Rebranding Smart Money People
The Brief
The Idea
The Results
Smart Money People - the UK's dedicated financial services review site - aims to demystify the complex world of financial services by letting customers review their insurance, credit cards or mortgages.
You can browse over a million past reviews to see what other people have said before you take out a loan or buy a product.
After a recent tone of voice rebrand, SMP needed help rolling the changes out to their website.
Smart Money People had developed a more approachable, simpler, less business-formal voice. They required a large amount of copy across several pages on their site - from the homepage to their specific verticals to the FAQs.
The rebrand won a Platinum at the 2023 MarCom awards, and the client was enthusiastic about how the new copy "nailed" the brief - pretty much on the first go.
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