The campaign will build on SJP’s current slogan: ‘Embrace your tomorrow.’

The campaign will run across multi-media and multi-channels including TV.

SJP says it will champion the value of trusted one-to-one financial advice and highlight how the advice provided by its 4,800 advisers has a “transformational impact” on clients’ lives.

The campaign will be based around a television commercial due to air from the Spring focusing on the importance of the value of advice throughout a life journey and the “critical role” played by financial advisers in creating positive outcomes for clients.

SJP has appointed Ogilvy and Mindshare as its creative and media partners. The move strengthens SJP’s existing WPP relationship with brand transformation agency, Landor, which has supported with the refresh of the SJP brand in recent years.

Claire Blackwell, chief client and reputation officer at St. James’s Place, said: “Financial advice is deeply personal and through this campaign we aim to bring to life the value advice adds to clients. We want to show how, throughout life’s ups and downs, the unique one-to-one support provided by SJP advisers can have a positive impact on people’s financial futures.

“We’re delighted to be partnering with WPP and the most talented minds in the industry. Ogilvy and Mindshare are creating and delivering this work and we are grateful for the immense support from Landor on our brand journey.  We look forward to seeing the campaign live in the spring.”

Nicola Wood and Andy Forrest, executive creative directors at Ogilvy UK, say: “Our creative brand campaign will fuse creativity, behavioural science and strategic insight into a compelling nationwide impactful celebration of invaluable advice.”

Jem Lloyd-Williams, CEO, Mindshare UK, says: “We’re thrilled to support SJP’s first ever national brand advertising campaign following our appointment as agency of record late last year. They are a fantastic client and genuine category leaders in their sector. We’re looking forward to working hand in glove with the team at Ogilvy to deliver a high-impact multi-channel campaign that further raises awareness of the heritage of SJP, and the vital role their experts and trusted advice plays in people’s financial futures right across the UK.”