In 2004, FBR had its sights on rising to the top of second-tier investment banks and approaching “bulge bracket” status in the long term. But the firm was at an enormous disadvantage since they’d only been in business for a decade and lacked the requisite size, awareness and credibility to garner serious consideration from Fortune 1000 executives.

To reach these executives, we performed qualitative research that uncovered an valuable insight. FBR appealed to a unique breed of executive that saw themselves as mavericks and were highly motivated to achieve in their personal life as well as their profession. We expressed this mindset with the line “Capital For Your Conquest” in television, print and interactive.

We also raised their profile by sponsoring a PGA Tour event, the FBR Open, using it as an opportunity to deepen our engagement with the target audience.

In the first year of the campaign, awareness of FBR increased 15%. Deal size and profits also increased dramatically and the campaign received positive anecdotal feedback from FBR management that the work made a significant impact on their business.