Contrarian: What is the best way to catch ‘orphan clients'?

CONTRARIAN

The London Underground is a nasty, brutish place at the best of times, but it is also a wonderful laboratory for branding.

If you can make an impression with a daft, box-sized advert at head level, you can probably survive just about anywhere on Planet Marketing. As you stand, cramped like sardines in a slowly boiling tin, you are forced to stare at inane adverts about finding love online or borrowing money from Wonga. But last week I was rewarded with a vision that genuinely surprised me. Was that really an advert for a next generation personal financial services company, on the Central Line, right in front of my nose? Surely not. But yes, newbie Nutmeg was advertising, with a simple pitch aimed at what,...