XTB Where Your Money Works
Summary: “Where your money works” reframed XTB from insider niche to a super-app for managing your money across Europe. With a precise reach&frequency plan in Poland, the campaign generated brand momentum: Top-of-Mind rose from 8.4% to 33% and lifted average account growth to 27% YoY, paving the way for XTB to take category leadership. Run in parallel across Europe it unlocked disproportionate growth at low CPA in the Czech Republic, brining “action intent” brand lift 6x above industry norm.The campaign reshaped the category’s balance of power across multiple European markets.
Lead Agency(s): McCann Poland
Contributing Agency(s): McCann Worldgroup, Media Context
Client / Brand: XTB / XTB Where your money works campaign
Effie Award(s): Bronze
Room For Everyone (WhereToStart)
Summary: Room For Everyone proves a brand’s core capability can scale inclusion. Mastercard turned anonymised transaction intelligence into a tool that lowers barriers and helps Polish and Ukrainian micro-entrepreneurs pick locations where complementary neighbours thrive. Marketing did more than awareness; it shifted attitudes. The tool reached 40% of the target group. Among exposed entrepreneurs, belief that Ukrainian firms benefit the economy rose 10pp; that neighbouring businesses help each other rose 13pp. Responsible and scalable, it lifted Mastercard by 21pp as a supporter of entrepreneurs and expanded also to Czechia and Slovakia.
Lead Agency(s): McCann Poland, McCANN-ERICKSON PRAGUE spol. s.r.o., INTERNATIONAL ADVERTISING AGENCY
Contributing Agency(s): McCann WorldGroup, Craft Worldwide, Carat, Assembly
Client / Brand: Mastercard / Room For Everyone (WhereToStart)
Effie Award(s): Silver
Rethink Through The Noise
Summary: Facing stalled growth and a 30% decline in client acquisition, Lombard Odier needed to evolve beyond its sustainability-only focus without abandoning its principles.
Our solution: ‘Rethink Through the Noise’, a platform that transformed uncertainty from threat to opportunity by providing clarity in a chaotic world.
The results were remarkable: 100% pipeline growth, a 4pp narrowed consideration gap with our main competitor, and even strengthened sustainability credentials (+90%).
This strategic evolution demonstrates how expanding a brand’s narrative can preserve equity while creating new paths to growth.
Lead Agency(s): VMLVML
Contributing Agency(s): Wavemaker UK
Client / Brand: Lombard Odier / Lombard
Effie Award(s): Bronze
