Big Society Capital chooses AML to drive social investing

Mark Johnson's picture
by Mark Johnson

Social investment group, Big Society Capital, has appointed London-based, award-winning, creative agency AML Group to update its brand and bring its mission to life. 

BSC, also based in London, was set up by the government and the four big banks in 2012 to find ways of using the many millions of pounds lying idle in dormant bank accounts to make the UK a better place. 

The investment group chose AML for its ability to create simple ideas for complicated businesses – connecting them with hard to reach audiences, often in highly regulated, intermediated markets, BSC said.  

This, it said, made the agency a perfect partner for BSC, which has grown into the UK’s largest social investor, bringing together banks, investment firms, intermediaries and socially-responsible businesses and connecting this social investment to social enterprises and charities. 

Rebranding investing for good

The creative and strategic task will start with brand redefinition and redesign, followed by re-engineering how BSC communicates the benefits of social impact investing, the company said. 

The objective will be to make the mission clear and to encourage investment and participation. 

“We’re thrilled to be helping Big Society Capital in its mission to transform people’s lives through an extraordinary ongoing programme of social impact investments”, said Ian Henderson, CEO of AML Group. 

“It’s exactly the kind of challenge AML Group is good at solving.” 

AML Group was appointed following a three-way pitch. 

Welcome to Prolific London

Get all the latest media, marketing, technology and creative news for the capital