Albert Goodman has been helping businesses prosper for well over a century. Teams from across the South West partner with clients to deliver ongoing accountancy, tax, financial planning and business advisory services.
The Challenge.
Albert Goodman needed to drive Financial Planning leads in a notoriously difficult market: high net worth individuals across the South West. This is typically an expensive audience to reach, and reaching them effectively on a modest budget required real precision.
But the timing was right. Competitors had gone quiet, creating a rare window to claim share of voice and position Albert Goodman at the front of people’s minds. The challenge was to use that opportunity well – not just to show up, but to show up in the right places, at the right time, without wasting a penny.
The stakes were real. Financial Planning had been the strategic focus for 18 months. It was now the busiest department in the business. The campaign had to deliver.
Insight & Strategy.
The South West is rural. High net worth individuals there don’t commute on trains as much as you’d expect – they drive. A lot.
That was the insight that changed everything.
Albert Goodman had historically invested heavily in rail advertising. It made sense on paper: the audience indexed well. But when we dug into TGI data and looked at actual media consumption hours, the picture shifted. The target audience was spending significantly more time in cars than on trains. If we wanted to reach them where their attention actually was, we needed to follow them onto the road.
So we did. We shifted budget from rail to roadside Out of Home and radio, with digital audio layered in to extend reach and frequency. Roadside gave us presence across the routes this audience travelled daily. Radio allowed us to reach them in the moments they were most receptive – relaxed, attentive, alone with their thoughts. Digital audio ensured we could maintain that presence across multiple touchpoints.
We also took advantage of favourable market rates to stretch the budget further, ensuring efficiency without compromising impact.
The strategy was simple: be where the audience is, not where the data says they should be.
Measurement & Results.
Success was measured through web traffic and direct feedback from Albert Goodman on new business performance, tracked across the Financial Planning team specifically.
The campaign helped Albert Goodman achieve 13% growth in Financial Planning new business – exactly what was needed to keep the busiest department in the business moving forward.
But the impact went further. Overall business revenue grew by 20% in Financial Year end 2026, a record-breaking result for the firm.
At the top of the funnel, the campaign reached over 2 million individuals across the South West, with the brand seen more than 27 million times. In a quiet market, Albert Goodman became impossible to miss.
The shift from rail to roadside didn’t just save budget. It put that budget where it could actually work.
