FINANCE

We helped online broking platform CMC get a strong return on its tone of voice and training investment.

As one of Australia’s largest online trading platforms, CMC Markets needs to convey complex financial messaging to a diverse audience – from everyday share investors to sophisticated derivative traders. However, the brand lacked a cohesive tone of voice, which created inconsistency and confusion.

After auditing a range of comms across CMC’s Invest, Markets and Alpha business areas and its competitors, we led the CMC teams in Sydney, Singapore and Canada through our tone of voice discovery process. We then created a memorable tone with three simple guiding principles. Our practical guidelines showed how to dial up elements of the voice depending on the product and audience – a little more straightforward for everyday investors, a tad more dynamic for alpha investors.

We then took CMC’s brand and marketing team through two tone of voice training workshops. This helped embed better writing habits and inspired and stretched them to become more effective writers at work.

In the words of our client, we brought out the inner copywriter in all of them – and handed over a comprehensive tone of voice and messaging matrix that resonated with their business, brand and customers.