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Green Square launches Tarot-themed ad campaign created by Hometown


By Michael Feeley, Founder and chief exec

April 29, 2016 | 2 min read

Merger and acquisition advisers Green Square has launched a new ad campaign, created by London advertising agency Hometown.

Positioned to stand-out in the “pretty serious” world of professional services communications, Hometown developed a Tarot theme for the campaign – why would you leave your life’s work to fate when it comes to choosing the right advisers to sell your business? Hometown created a series of five Tarot cards, Fortune, The Fool, The Lovers, The Star and The Chariot, each with its own relevant strapline.

Tony Walford, a partner at Green Square, said: “What Hometown has done has completely captured the essence of Green Square. When it comes to selling your business you need to choose advisers you can really trust and work closely with – it is an intense and very personal process. We are not your usual stuffed shirts and know we are not for everyone. Equally, not everyone is for us. Hometown’s campaign and the translation of it across our marketing collateral fantastically emphasises our quirkiness, while reinforcing the fact that we really care about our clients and delivering the best outcome for them.

“We were so pleased with the campaign we asked Hometown to adapt the concept into business cards, which our clients love. Some have even requested a full set!”

David Gamble, founder and creative director at Hometown, said: "Green Square helped us get Hometown off the ground. We have always really felt like they had our backs, not only at that time but ever since. So, when they asked if we could help them develop a campaign we were more than happy to oblige. The tarot card idea stood out as I felt it brilliantly encapsulated the personality and expertise of Green Square. The finished ads and branding elements really stand them apart from their competition."

Green Square first met the Hometown team back in 2011 as they were considering starting a new agency, having previously founded Saint. The founders were looking for a strategic partner to help them with investment and infrastructure. Green Square structured a transaction with independent design group StartJG, which remains a minority shareholder in Hometown today.

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