Handling legal.
I’ve a lot of experience writing and conceptualizing for heavily regulated sectors. But the drier the subject, the more you need to keep the top-line communication simple and fun. Here’s one example:
LIQUIDITY.
Here’s how I voice the solemn subject of “fiduciary duty” - for investment giant iShares. (Agency: MRM)
Target: Financial Advisors. Asking them to recommend our solutions. Our creative is driven by facts and compliance friendly. But still has a smile, an informal tone and a range of proposed accompanying “tchotchkes”.