As a young business, they were keen to stand out from the crowd. And they appreciated the Spitfire humour. So they rang us up.

Ironically, we had been trying to win an asset management client for a couple of years, as we felt there was a lot of creative potential there (we’re being diplomatic – most of the advertising was dull beyond belief). But given our lack of sector experience, we had got precisely nowhere.

Artemis asked us to ‘do a Spitfire’ for them. A brave brief, and a daunting one given the gravity of the industry. ‘The Profit Hunter’ was the outcome. A humorous and confident idea that celebrated Artemis’s proactive approach to stock picking. And a campaign that was hugely polarising when it broke.

But Artemis held their nerve and increased the budget. Over time, a campaign that was once unconventional became iconic. Artemis saw significant increases in brand favourability and investment inflows. Twenty-two years later, The Profit Hunter is still running - the longest running and most recognised campaign in the sector. And, thanks to all of our clients who put their faith in us, Libertine has evolved to become what’s now the leading creative agency in financial services.