OANDA
Head of Creative Production, Global Marketing
One concept, many markets: A global BAU campaign localised across six regions for maximum impact
OANDA is a globally recognised fintech and trading platform, offering forex, CFDs and a suite of advanced trading tools to traders across the world. Operating across many global markets — each with its own regulatory environment, product offering and audience mindset — the brief was to create a single, unified creative platform that could flex across all of them without losing coherence or impact. The default approach would have meant building a distinct concept for every region, slowing delivery and multiplying production effort; instead, the goal was one flexible framework that could carry tailored, market-specific messaging without being reinvented market by market.
Smarter by Design
The creative concept was built around OANDA's brand tagline, 'Smarter Trading.' Rather than treating it as a sign-off, it made it the structural backbone of the campaign — turning it into a rhetorical device. Each ad opens with a question relevant to the trader's mindset, answered by a single, confident line: That's smarter trading. Clean, direct, and infinitely adaptable to any market or message.
That's smarter trading.
The visual language was equally considered — bold colour blocking, sharp iconography and a consistent typographic hierarchy that could carry different product messages across every format without the concept ever feeling diluted.
Built Once, Deployed Everywhere
The campaign launched in a single region and performed strongly enough that stakeholders approved a full global rollout. From there, the creative system was adapted across six markets — each with localised copy, regional product messaging and market-specific disclaimers, while the visual concept remained entirely consistent.
From TradingView integration in the UK to Elite Trader cashback in the US, interest on unused margin in the EU to premium account packages in Australia — every market had its own story to tell. The creative framework made sure they all told it in the same voice.
Creative Framework
I created the concept and owned the creative direction end to end, then led my team in bringing it to life across the full format set — visual identity, motion, display banners, paid social, DCO ads, YouTube video, and UAC assets. Every format, every market, every stage of the funnel.
A Platform Built to last
Beyond the initial rollout, the campaign was designed as a scalable creative platform rather than a one-time execution. The modular concept means new assets can be produced quickly against different KPIs — whether that's driving app installs, promoting a new product feature or activating a new market — without starting from scratch. The 'Smarter Trading' framework continues to evolve, with new creative built on the same foundation as business needs change.
The Impact
Because the concept was built for flexibility from the start, campaign delivery was significantly faster than a per-market approach — there was no need to develop unique creative concepts for each region, only tailored messaging within one framework. That same flexibility carried through to production: visuals could be adapted quickly to different messages without rebuilding from scratch. The campaign launched in a single region, performed well enough for stakeholders to approve a full six-market rollout, and the platform continues to be used as new markets and product needs arise.