Goals and objectives
Following its acquisition by Indosuez Wealth Management in June 2024, Bank Degroof Petercam—Belgium’s third-largest private bank—sought to reinforce its position in the Belgian private banking sector. The campaign aimed to:
- Increase brand awareness and consideration for Bank Degroof Petercam.
- Strengthen its positioning in the competitive private banking landscape.
- Enhance customer loyalty through meaningful, long-term engagement.
- Create high-value, reusable content that extends brand visibility.
To achieve these goals, the creative studio Content Republic, in collaboration with Trustmedia, developed an experiential magazine titled Precious. Partnerships. The initiative was designed not merely as a publication, but as a lasting platform for deepening client relationships and establishing the bank as a trusted, knowledgeable partner in wealth management.
Key editorial guidelines included:
- Timeless content, independent of fleeting news cycles.
- A lifestyle-driven approach reflecting the private banking world, rather than corporate messaging.
- Alignment with the overarching brand philosophy: “Trust. Knowledge.”
- A thematic focus on the power of partnerships.
- Human interest storytelling, with secondary emphasis on the bank’s expertise.
Surprising Insights
- User testing between the first and second editions revealed that a slightly smaller magazine format improved performance in Sab