Growth

When First State Investments entered the British market in 2001, the great challenge was for an Australian brand to break into a market already crowded with many established providers.

Building confidence and credibility in a relatively closed and conservative market is always a big ask. Precinct reapplied the Australian brand, which was marked by irreverence and humor, specifically to suit the UK, and embraced First State Investments’ Australian character to cut through and underline the company's point of difference. It worked. In the years following the establishment of that first beachhead, Precinct partnered First State Investments in consolidating its credibility in the UK and now produces targeted and comprehensive campaigns for its specialist asset classes.

Today the irreverence is gone and in its place is an assured character of communication in keeping with First State Investments’ respected place and credentials. First State Investments is now an established brand in the UK. Precinct handles the firm’s advertising strategy in the region, as well as its press and online media. First State Investments' relationship with Precinct underlines a couple of the company’s core strengths.

Precinct’s strategy is customer led rather than design led, and Precinct is proud of the depth and continuity of service it has delivered to clients such as First State Investments. Like so many of Precinct’s relationships, it is a longstanding one based on empathy, deep understanding and trust.