About us

We’re on a mission to pull financial services communications out of the sea of sameness.

Brands in this sector aren’t exempt from the basic rules of choice. You still need to be chosen. And that choice is driven by empathy and belief—built through thoughtful, distinctive engagement. Not by yet another stock shot of a rock climber.

Clients come to us for our experience, and they stay because we understand what they need from an agency - and what they don’t.

We’ve worked with dozens of asset managers and some of the world’s largest hedge funds. We’ve supported fintechs, life companies, wealth managers, and global financial centres. From London, we work internationally, with clients across the US, Europe, and Asia.

How our specialism started over a pint

It was a politically incorrect beer poster on Tunbridge Wells station that started us on the path to becoming a financial services specialist.

Back at the dawn of the century, we worked with the Shepherd Neame brewery in Faversham. They had developed Spitfire Premium Ale to celebrate an anniversary of the Battle of Britain, fought in the skies over the southeast. Sold as a limited edition, its popularity led to the brewery keeping it in production. As their agency, we developed the ‘Bottle of Britain’ campaign, a humorous take on the ‘blighty spirit’ that prevailed throughout the war. This became a highly successful and much-loved campaign, with over 100 executions, many awards, and the need for a bigger bottling plant.

Probably the most famous poster was ‘Downed all over Kent, just like the Luftwaffe’. This was the ad that was seen from the train by someone who worked for Artemis Investment Management.

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.

Our Capabilities

Big Creative Ideas

Most financial brands aren’t disliked. They’re simply ignored. Not because the products are dull, but because the communication is. Same old visuals, same characterless tone, same safe thinking. The brands that stand out do something different. They find an idea that’s specific, honest and memorable — and build everything around it. That’s what we create: ideas with the strength and flexibility to last. That can stretch across any story – brand, capability or product. That work hard, and consistently, in every channel. And help brands fulfil their ultimate role: to be chosen.

Big Creative Ideas

Big Design Ideas

Most financial visual identity is professional. And forgettable. If everyone plays it safe, everything starts to look the same. Strong design does more than reassure. It shows personality, creates recognition, and makes a brand memorable. We don’t apply a house style. We create identities rooted in what makes each business genuinely different. We build personality and likeability. Allowing design to do half the job before a word is read.

Big Design Ideas

Big Strategic Ideas

The hardest question: what would the market lose if you disappeared? Most firms struggle to answer. Not because they lack value, but because they’ve never defined it clearly. Our ‘Discover + Distil + Define’ process uncovers what’s truly distinctive and turns it into something the outside world can understand. When people know what you stand for, everything holds together better and works harder.

Big Strategic Ideas

Big Social Ideas

Some financial brands treat social media as a checkbox. The ones that succeed treat it as a platform, with a clear voice, a consistent presence, and something worth saying. Yes, there are constraints. But big ideas create opportunity. We help clients build social strategies that satisfy compliance while actually engaging their audience. Brands that get this right don't just tick the box. They can build familiarity, trust and above all attention in a space where all are hard won.

Big Social Ideas