Adding value to a private wealth guide

Great business is all about strong relationships. That’s why a long-term client of TOMD trusts us to create an annual guidebook that strengthens connections between the firm and its own customers.

A trusted guidebook every year

The client

Private wealth law firm Attwaters Solicitors helps clients to preserve their assets during significant life events such as moving home, bereavement, marriage and divorce. Seven years ago, we collaborated with Attwaters to plan, write and design a Private Wealth Guide for people in Hertfordshire and Essex, the counties where its offices are located. The first issue was such a success we’ve continued to publish it every year since 2019.

The Guide is a valuable resource for wealthy residents who want expertly researched and written articles that are relevant to them. It features regular articles about property, business and education, as well as covering a variety of other lifestyle subjects that appeal to asset-rich readers.

The brief

At the outset, Attwaters asked TOMD for a professionally produced guide that set the firm apart from its competitors. It wasn’t to be used as a vehicle for self-promotion but to share useful information about Herts and Essex, such as the level of local wealth and how it is spent and nurtured.

Retention

The goal was for readers to look forward to subsequent issues and be aware of publication dates. Recurring themes, such as year-on-year changes to property prices, would entice people to read it.

Keeping content fresh

The challenge: Producing a quality publication

Attwaters’ aim is to show clients and prospects its deep understanding of wealth in Hertfordshire and Essex through a beautifully produced Guide that residents look forward to reading each year. But creating such a Guide requires a lot of time, journalistic expertise and design flair – which is where TOMD comes in.

Our biggest challenge came in the first year when we created the magic formula that brought to life the vision of Andrew Flannagan, who at the time was Managing Partner at Attwaters. The first Guide was well received, so it was decided to produce further editions on an annual basis.

Each year we strive to keep the content fresh and intriguing, with new angles on important issues and the addition of other local-interest stories. The 2024/25 Guide, which came hot on the heels of our branding refresh for Attwaters, was updated to reflect the look and feel of the firm’s new style.

Agreeing a content plan and researching topics

The solution: Our crack Content team

TOMD’s editorial experts begin work on the annual Guide every March by agreeing a content plan and researching topics. They keep track of new data releases right up until publication in September to ensure information, such as property values, is up to date, and we work closely with Attwaters while we are drafting the various content sections.

Meanwhile, the firm arranges for one local business in each county to occupy advertising space in the publication.

Special features have included:

Celebrity wealth – insights into notable local figures, their connection with Herts or Essex and their net worth
Leisure – reporting on the current spending plans of high-net worth individuals on leisure activities, such as aviation and horse riding, alongside details of notable local businesses including restaurants and hotels
Alternative investments – revealing fast-growing passion investments, such as pre-loved fashion and luxury watches, highlighting local businesses that trade in them, and comparing statistics on the returns from classic cars against property, for example.

On-brand design

TOMD’s skilled designers ensure the Guide looks vibrant, engaging and relatable, with images of local destinations that readers will recognise or aspire to visit. The team’s attention to detail is crucial to ensuring the many infographics used are accurate, eye-catching, clearly understood and correctly attributed to their source.

The Guide is published as one A5 leaflet with two front covers – one for Herts and one for Essex – and is turned and flipped for each county’s content. Separate digital versions are released online.

To increase the longevity of the Guide and drive further engagement, each month we promote it with an article and accompanying social media content to help drive additional traffic to the Guide.

It’s a great read

The outcome

The Guide is now a key part of Attwaters’ brand.

“Our first Private Wealth Guide was well received seven years ago, so we’ve continued to publish one, with TOMD’s expertise, every year since. The guide is very professional; it encapsulates what we had intended by focusing on different sectors in Herts and Essex and demonstrating how our understanding of wealth goes beyond offering legal services.

We’re proud and pleased that it offers something different but worthwhile to read, and it celebrates local businesses and educational establishments.”

Andrew Flannagan, Senior Partner at Attwaters Solicitors

Our thoughts

Victoria Thomas, Senior Design Executive and Account Manager at TOMD, said:

“What stands out most is the purpose behind the Guide – raising awareness of important topics without pushing Attwaters’ services on the reader.”

“With so many people involved, it’s a great feeling to witness the collective effort and hard work that goes into it each year.”

Look out for the next edition of the annual guide, packed with useful insights into local wealth, property, education and lifestyles, available this Autumn and accessible here.

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