Shifting from cost to value, one transaction at a time. Omgeo dominates what’s called the middle office in financial instruments trading: the post-trade, pre-settlement process. However, their customers’ concerns around cost and utility were beginning to dominate them. So we decided to reset the conversation, revitalizing the product brands with new names, taglines, messages and videos that all highlight the value delivered to each customer segment. We designed segment-specific campaigns – email, microsites, trade ads, postcards – to start a new dialogue. It’s changed how Omgeo talks to customers, and how customers perceive Omgeo.