IG

IG (2012-2024)

IG is a world-leading trading and investment platform, providing retail investors with fast and fair access to opportunity in thousands of global financial markets.

I joined IG's in-house copy and editorial team back in 2012, leading creative development on a range of brand, acquisition, and engagement campaigns, before moving on to various strategic planning and marketing leadership roles, culminating in four years directing full-funnel marketing strategy, execution, and performance for the Group's UK business.

My work at IG spanned every facet of marketing communications, from planning and/or creating integrated above-the-line campaigns to conversion rate optimisation, via content strategy, sponsorship, CRM, and more.

These are just a few of the more eye-catching examples.

BRAND: In the market for more

With competition for a new generation of self-directed investors intensifying, IG needed to extend brand appeal beyond its traditional wheelhouse of wealthier, more sophisticated traders.

Designed to tap into the emotional drivers of both active and aspiring investors, while distinguishing IG through the breadth and quality of its products and service, In The Market For More played a pivotal role in reversing a decline in awareness and consideration scores, with particular gains made among younger segments hitherto immune to the brand.

WRITTEN BY NICK: STRATEGY, TAGLINE, SELECTED COPY

PRODUCT: US Options & Futures

Launch promo

In bringing the US's award-winning tastytrade platform to the UK, we were mindful of not reinventing the wheel. With the product speaking for itself, we chose to adapt an existing creative, adding only a narrative layer that helped to differentiate an exciting new offering from the UK's status quo. In audience testing, this quick-and-easy promo was by all accounts IG's highest scoring creative ever, just going to show you don't always have to be 'out there' to be effective.

WRITTEN BY NICK: STRATEGY, BRIEF

Ambient stunt

With the product first rolling out in September 2024, we spotted a tactical opportunity to tap into the attention and narratives surrounding the upcoming US presidential election. Not only were we able to leverage the political uncertainty as a platform for promoting the benefits of the versatile options product, but on the day of the only Trump-Harris debate, we were able to create a stir in the City - and on social media - with this super fun guerilla stunt.

WRITTEN BY NICK: STRATEGY, BRIEF, END LINE

Sponsorship: Net gains

I led IG's partnership with England Cricket for four action-packed years, including the record-breaking Ashes summer of 2023. This enthralling contest with Australia set the perfect scene for a step-change in our activation strategy, resulting in the award-winning Net Gains campaign.

Developed in close collaboration with the ECB, Net Gains adopted a purpose-led approach to strengthening brand recall and product familiarity. Building around the core idea of investing in free-to-use public cricket nets, we were able to align the brand with a key audience passion point, creating deeper emotional engagement while opening the door to more prosaic product narratives.

WRITTEN BY NICK: STRATEGY, TAGLINE, SELECTED COPY

Above: The BatFast-powered IG Net Gains Arena formed the centrepiece of our campaign, providing a matchday experience that proved immensely popular with fans, cricketing legends, and media outlets alike. In particular, Mike Gatting re-facing Shane Warne's 'ball of the century' and Tino Best re-living his 'mind the windows' moment generated a huge amount of coverage and engagement, and provided the ECB's best performing partner content ever.

Below: The core idea lent itself to a range of strategically timed content drops, competitions, and media moments, allowing us to extend reach and engagement far beyond the matchday experience. (Credits: Wasserman and Contented)

Content: IG Academy/Invest Yourself

IG Academy

A cornerstone of IG's content strategy, IG Academy supports SEO, social, and conversion performance by providing aspiring traders and investors with in-depth (but bite-sized) interactive courses in the topics that matter most. Working hand-in-glove with SEO and product specialists, I led my content team in planning and producing over 20 courses for the original IG Academy, which earned a 4.8 star rating in the App Store..

WRITTEN BY NICK: HOW SPREAD BETTING & CFD TRADING WORK

Don't just invest your money...

A few years after its creation, I positioned IG Academy at the heart of a new strategy designed to engage the next generation of active investors. Our message was simple but challenging, and in direct opposition to the 'dumbed down', often gamified, 'get rich quick' propositions of certain competitiors.

WRITTEN BY NICK: STRATEGY, TAGLINE, SELECTED COPY

...invest yourself

Building on the foundations of IG Academy, the Invest Yourself campaign saw us partner with a number of compelling voices in the burgeoning investor content and finfluencer space, with co-produced content and events covering topics ranging from the principles of sound investing to where to find opportunities in a challenging market.

WRITTEN BY NICK: STRATEGY

Live Every Trade

A truly global brand campaign that saw IG lay claim to the spirit of speculative trading.

More Than A Platform

A precursor to In The Market For More, this campaign showcased the uniquely empowering breadth and sophistication of IG's offering.

If You Know How, You Know Who

In response to new regulatory product restrictions, this campaign reinforced IG's ownership of the more sophisticated end of the market.

A New Addition

Clever little campaign designed to support IG's entry into the Swiss market.

WORK

IG (2012-2024)

BRAND: In the market for more