Royal Bank of Scotland employed us to create several product brochures for its Global Banking and Markets business. These covered complex financial services that RBS offered in the UK and other markets worldwide. Writing the brochures required us to interview senior leaders in each of these areas, to ascertain the key messages and understand the precise nature of the services and their benefits to clients.
The brochures covered the following areas:
Emerging markets equity execution
The brochure explained, in only a few paragraphs, the strength of RBS’s equity execution capabilities in emerging markets and the benefits it offered to its clients. The brochure also gave brief details of some of RBS’s products in this market.
Regional treasury centres
This was an in-depth look at the pressing issues facing regional treasurers based in Belgium, Luxembourg and Switzerland, along with the products and advisory services that RBS offered to overcome those issues.
Cash equities and execution
This brochure communicated the strengths of RBS’s international cash equities business, highlighting the ways in which the bank differentiates itself from the competition. It also covered the bank’s global capabilities in equity execution.
RBS’s prime services business brought together its futures, prime brokerage and OTC derivatives operations. The brochure communicated the benefits to clients of this combined offering, as well as touching on RBS’s capabilities in equity prime services.
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