Saxo MWM

In January 2013 RDR (Retail Distribution Review) was introduced. An FSA ruling which affected the entire financial industry, effectively stopping the use of ‘rebates’ to give commission to providers and managers. It was an opportunity for Saxo MW to break away from the masses.



Cafecreate pitched and won the business based on their intricate understanding of the financial industry and their ability to produce a big idea which would create standout in a crowded, immature market.

So, whilst most of the industry – especially the IFA’s – wondered how RDR would affect their businesses, we began work. With the senior team at Saxo MW we developed a business strategy which would strike at the lifeblood of their competitors – deciding to refund all trail commissions for all transfers to them. And in addition, make no charge no fee for their platform for the whole of 2013.

The issue? RDR was a complex subject for consumers – the benefits were strong but only if you understood what you were already paying for.

To solve this Cafecreate devised “the cherry on the top” campaign, demonstrating what a customer was getting and what they received on top.

saxo_clarity_02a saxoMW_ads_03 Saxo_MWM_Ad Saxo_MWM_website


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