At the end of 2025, the professional separation between Carlos Alcaraz and his coach, Juan Carlos Ferrero, surprised the global sports industry. It put an end to a seven-year relationship that amassed, among other things, eight international titles and that has placed the tennis player in the elite of international sport. But instead of linking itself to the success of the athlete, Banca March associates itself with the person who made it possible, the coach, to highlight the value of good support.
“Choose to rely on expert advice. This is how you grow” is the campaign claim
Together with the creative agency Ogilvy, the financial institution has shaped the advertising campaign “The value of good advice.” With it, Banca March positions itself as the best expert advisor in financial management and the ideal ally for both people and companies to promote their development and growth. The message is specified in the claim “Choose to have expert advice. This is how you grow.”
The campaign, active since February, takes the form of an advertisement starring Juan Carlos Ferrero in different situations related to tennis, from playing on the court to concentrating in the stands. Regarding the images, the voiceover provides a series of tips that can be applied to both sport and economic management, creating a parallel between the figure of the coach and that of the company. Long-term vision, trust in experts or listening to someone who tells you what you need, not what you want to hear, are some of them.
“Choose someone with experience, solvency, closeness and with a long-term vision. Choose the best personalized advice. Choose someone to help you get to the top. This is how you grow”; the company commented when sharing the campaign on its channels.
The ad is produced in Rome, managed and post-produced by WPP Production.
The spot is accompanied by a dedicated website in which Banca March collects its advice for good financial health and with which it also presents its value proposition and positioning and highlights its experience and track record. On social networks he has also shared what Ferrero contributes to boost growth and move towards success.
In addition, the campaign is completed with some short visual pieces, for social networks, in which the different tips that Banca Marcha offers to continue growing are highlighted at an individual level. Among them, “choose someone to help you get to the top“, with which the brand highlights the advice of its experts to grow assets and help make the best decisions. It also advises “choose someone who knows how to see what others don’t see”, with which the bank highlights its history of creating investment opportunities and helping its clients get the most out of their savings.
The agency assures that the choice of Ferrero as prescriber is not coincidental. They assure that it represents the perfect combination of experience and long-term vision, in addition to providing credibility to transmit the values of the effort. His career, based on commitment and a relationship of trust, connects with Banca March’s way of working, and highlights the personalized advice that the bank claims characterizes it.
“We decided to personify that figure of the advisor into someone who authentically embodied the bank’s values. Experience, strategic vision, long-term commitment and trust are principles that Juan Carlos Ferrero has demonstrated both in his career as a player and in his current role as coach and advisor to a great tennis star.“, says Jorge Calvo, Creative Director of Ogilvy in Madrid, in a statement. “His figure allows us to translate the essence of the brand into a real and recognizable story.“.
The campaign is being run on television, radio, print, outdoor, offices and digital media. The media plan also includes special activations with Juan Carlos Ferrero; as well as organic content on social networks, blogs, podcasts and newsletters under the umbrella of “The value of good advice”.
