Following its recent appointment, Brass agency has this week raised the creative bar with the launch of a new customer-centric marketing campaign and strategy developed for online share dealing and investing brand TD Direct Investing.

At the heart of the marketing campaign are three real-life TD Direct Investing (TDDI) customers and their personal stories of self-achievement to dramatise the ‘I Can’ brand attitude needed to invest by yourself, and sentiment that anything is possible when you’re empowered with confidence, commitment, support and knowledge.

TD Direct Investing Marketing Campaign - Creative (carousel)
TD Direct Investing Marketing Campaign – Creative

Following the new appointment of Brass, and the successful launch of the new marketing campaign, Leanda Trethewey commented:

“‘I Can’ captures the essence of how we are supporting our customers to build confidence, and it’s really moved the TD Direct Investing brand forward. Brass has bought a new level of creativity, impact and digital expertise to our business. Not only does the marketing strategy and campaign set TDDI apart from the rest of our market, it has galvanised our whole business to believe anything is possible.”

Leanda Trethewey
TD Direct Investing Head of Brand, Communication and Marketing

By following the journeys of their customers; sea-swimmer Letitia, ultra-runner Kevin and artist Rob through film and audio, audiences are inspired to take control of their own financial future by discovering how they started investing, how they built their confidence and how they feel now.

In delivering the strategy and marketing campaign for TDDI, Brass devised and developed an extensive array of marketing assets, including a brand film, customer story film and audio, a microsite, pre-roll videos, online banners, social posts and press ads. This is supported with expertise in strategic media planning and buying, including online display, PPC, affiliates and partnerships.

In addition to developing the creative and media strategies, Brass were also instrumental in negotiating a deal with Sky and creating bespoke sponsorship idents to appear before and after the Sky News Financial Reports on markets and currencies.

 “We are extremely proud to be working with TDDI and to have developed such an original, integrated and impactful campaign across multiple online and offline channels to deliver an enhanced customer journey.”

Phil Stott
Brass Group Account Director

TDDI will continue to work with Brass to evolve the brand, media and creative strategies. The new microsite can be found at