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Rathbones Launches Brand Campaign, ‘Invest Well. Live Well.’



Rathbones, one of the UK’s leading wealth and asset management groups, launches its first major brand campaign.


Inspired by its recently refreshed purpose, ‘to help more people invest their money well, so they can live well’, the campaign reinforces the long-term positive impact that high quality financial planning and investment advice can have on people’s lives.


Rathbones’ purpose – to help more people invest their money well, so they can live well – was developed as part of a major rebrand after its successful combination with Investec Wealth and Investment (IW&I). Rathbones’ enhanced scale and clear and consistent ambition positions it well to realise its ambition of becoming “the best wealth manager in the UK, by far”.


The new campaign, which includes Rathbones’ first TV advert, is designed to support greater confidence in investing and focusses on real-life outcomes that matter to people as they plan for the future. Its launch comes as the Government seeks to highlight the importance of investing to long-term financial wellbeing and the benefits to the national economy.


The ‘Invest well. Live well.’ campaign features at its heart the Rathbones compass, a central brand asset that represents direction, perspective and long term thinking. It captures the firm’s belief that successful investing is not about short term reactions, but about providing steady guidance through life’s emotional and financial milestones — helping clients make informed decisions with confidence.


Simonetta Rigo, Chief Client Officer at Rathbones, said:

"Invest well. Live well.’ is a clear expression of our long term approach. At Rathbones, we believe good investing is about clarity, confidence and perspective — helping people make better decisions over time so they can focus on living. This campaign brings that philosophy to life in a way that feels human, positive and grounded in real outcomes.”

Rather than focusing on market movements or financial jargon, the campaign shows how professional wealth management can support people in planning for the future in a way that feels personal, accessible and grounded in real lives. The creative centres on empowerment and reassurance, demonstrating how thoughtful, long term advice can reduce uncertainty and help people focus on living well.


Effectiveness testing indicates the campaign, delivered in partnership with BBD Perfect Storm and media agency Medialab Group, resonates strongly with its intended audience. Independent research by leading market researcher System1 awarded the campaign a 5.9 star rating (out of 6) among high net worth audiences, significantly ahead of category norms, alongside a Spike Rating of 1.45, pointing to strong short term commercial potential. Supporting eye tracking research also showed high levels of attention and engagement.


Simonetta Rigo continued:

“What sets this campaign apart is the strength of the results as much as the creative idea behind it. The exceptional scores from System1, combined with strong attention and engagement metrics, show that it’s landing with real impact, both emotionally and commercially. In a category where it’s rare to achieve both long-term brand building and short-term effectiveness, these results demonstrate that we’re doing exactly that. It reinforces our belief that when you focus on helping people truly live well, stronger business outcomes naturally follow.”

The campaign is led by a 30 second hero film, while the ‘Invest well. Live well.’ platform is supported by a series of line extensions, including ‘Relax well’, ‘Retire well’ and ‘Sleep well’, reinforcing Rathbones’ role in helping clients plan and invest in a way that is right for them, at every stage of life.


The campaign launches across TV and streaming, digital, social, display advertising and radio, with initial activity running across London and the South East.

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Jan 25, 2025
3 min read

Burns Night, celebrated annually on January 25, is a tribute to Scotland's national poet, Robert Burns. Renowned for his lyrical compositions and profound contributions to Scottish literature, Burns’ legacy is celebrated worldwide, but especially fervently in Scotland. The occasion, marked by feasting, poetry, and music, is not only a homage to Burns but also a celebration of Scottish culture and identity.


Born in 1759 in Alloway, Ayrshire, Robert Burns is remembered as a pioneer of the Romantic movement and a master of the Scots dialect. His works, which include "Auld Lang Syne," "Tam o’ Shanter," and "To a Mouse," capture the essence of human experience with wit, emotion, and insight. Burns’ poetry often celebrated the lives of ordinary people, critiqued societal inequalities, and praised the natural beauty of Scotland. His ability to blend universal themes with distinctly Scottish idioms ensured his enduring appeal.


Burns Night originated shortly after the poet’s death in 1796. The first Burns supper was held by his friends in 1801 as a way of honouring his memory and celebrating his contributions to Scottish culture. The event was such a success that it became an annual tradition, spreading far beyond his hometown. Today, Burns suppers are hosted in homes, halls, and restaurants across Scotland and around the world.


A traditional Burns supper follows a structured format, rich in symbolism and ceremony. The evening begins with the guests assembling, often dressed in traditional Scottish attire such as kilts or tartan sashes. A welcome speech sets the tone for the event, reflecting on Burns’ legacy and the importance of the night. The ceremonial entrance of the haggis, a savoury pudding made of sheep's offal, oatmeal, and spices, is the highlight of the evening. Carried into the room on a platter, it is accompanied by the skirl of bagpipes, lending a dramatic flair to the occasion.


Before the haggis is served, Burns’ famous poem “Address to a Haggis” is recited with great gusto. The orator typically wields a knife, slicing open the haggis at the climactic line, “His knife see rustic Labour dight.” This theatrical performance is met with applause and cheers, underscoring the celebratory atmosphere of the evening. Guests then enjoy a traditional meal, which often includes Scotch broth, the haggis itself, served with “neeps and tatties” (mashed turnips and potatoes), and a dessert such as cranachan. Whisky, a cornerstone of Scottish culture, flows freely throughout the meal, enhancing the convivial spirit.


After dinner, the evening transitions into a programme of toasts, recitations, and music. The Immortal Memory, a speech dedicated to Burns’ life and works, is a key component of the event. This is followed by the Toast to the Lassies, a humorous tribute to women, often peppered with light-hearted jokes. The Reply to the Toast to the Lassies, delivered by a woman, offers a witty retort, showcasing the playful spirit of the evening. Burns’ poetry and songs feature prominently, with guests often taking turns to recite their favourite works or lead renditions of classics like "A Red, Red Rose" or "Ae Fond Kiss."


Burns Night is more than just an evening of revelry; it is a celebration of Scottish heritage and identity. Burns’ poetry, written in the Scots language, is a powerful reminder of the cultural richness and uniqueness of Scotland. At a time when globalisation often homogenises local traditions, Burns Night serves as an anchor to Scotland’s linguistic and cultural roots. It is also a moment to reflect on the values that Burns championed: equality, freedom, and humanity. His egalitarian views, evident in poems such as “A Man’s a Man for A’ That,” resonate as deeply today as they did in the 18th century.


The global appeal of Burns Night highlights the universal relevance of Burns’ work. Scottish communities abroad, from Canada to Australia, celebrate the occasion with as much enthusiasm as those in Scotland, often adapting the tradition to their local context. Burns Night has become a cultural export, fostering a sense of connection and pride among the Scottish diaspora while introducing others to the richness of Scotland’s literary and culinary heritage.


Despite its deep roots in tradition, Burns Night continues to evolve. Contemporary celebrations often include modern interpretations of Burns’ works, vegan or vegetarian alternatives to haggis, and events that embrace diverse cultural influences. This adaptability ensures that the tradition remains relevant and accessible to new generations.


In essence, Burns Night is a uniquely Scottish occasion, blending poetry, food, music, and camaraderie into a heartfelt celebration of one of Scotland’s greatest cultural icons.
It is a time to reflect on the enduring power of Burns’ words, which continue to inspire and unite people across the globe. Through this annual tribute, Burns’ spirit lives on, reminding us of the beauty and depth of the human experience, and the rich heritage of Scotland.

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