CBRE Insider Advantage
For the 30th Anniversary of the Financial Times, London-based property agents CBRE sponsored the FT’s celebration of the iconic Bond Street. Bond Street is a premium real estate destination, long revered as the destination for British luxury and craftsmanship.
As part of their event sponsorship CBRE sought to translate their global brand positioning, Built on Advantage, into a creative platform. The result was ‘Insider Advantage’—a reference to CBRE’s unique view and knowledge of Bond Street. So we at Brand Union created an in-depth guide to CBRE's view on Bond Street.
I was the dedicated copywriter on the project—which ranged from writing an overarching manifesto on what the Insider Advantage was—to writing up a series of 6 long-form ‘insider stories’ on some of the key properties. Sourced from interviews with CBRE, all the copy was crafted in an energetic voice that the client said was ‘redefining how we speak’ and giving them a new presence. Soundbites from my manifesto were posted on CBRE’s social page, transformed into social bites.