Targeted by everyone.
Luxury, private finance, private education. For brands selling to buyers the mass market can't reach.
Every platform sells an "affluent" segment.
Each one promises to reach the wealthy, and each leans on the same shortcuts: look-alike audiences built on income proxies, premium placements bought as if every reader were the same, lifestyle targeting that files the real buyer under the same heading as the one who only aspires.
The result: HNW audiences are over-targeted by mass-market work that doesn't reach them and under-served by work calibrated to who they actually are.
The real audience is reached, not bought.
Luxury and HNWI marketing.
Audience identification.
HNW identification doesn't come from income proxies. It comes from signals that confirm wealth: confirmed business and first-class travel, residency in specific postcodes, professional contexts in finance, law, and private equity, patterns through private aviation. Custom audiences built on behavioural categories, not lookalike approximations.
Market and channel strategyChannel selection.
Broad, auction-based buying burns budget on approximations and still misses the people who matter. The work shifts to where this audience actually is: private aviation terminals and the cabins themselves, business lounges, the screens at the events they attend (F1 weekends, watch weeks, tennis majors). And to the digital signals that identify them: confirmed business and first-class travel, premium publication contexts, professional networks where the gatekeepers (PAs, principals, advisors) appear.
Reaching those who reach the principal.
The HNW buyer delegates. The order goes through a personal assistant. The investment through a family office advisor. The property through a relocation specialist. The school choice through an education consultant. These gatekeepers consume different media than the principal: more research-oriented, more sector-specific, often in trade and professional contexts. The work isn't just reaching the principal. It's reaching the people the principal trusts to do the legwork.
Measurement across small audiences.
HNW campaigns run on small audiences and high values. Attribution models built for B2C volume don't survive twenty conversions a month, and they optimise toward the count while the value sits in one or two deals. Server-side tracking holds the signal, a CRM join carries each enquiry back to its campaign, and the measurement window is calibrated to the real sales cycle, not to what the platform wants to optimise.
Measurement infrastructureEast and West.
In the West: search, premium publications, OOH at the events HNW audiences attend, financial-publisher partnerships. In Asia: WeChat, Xiaohongshu, Baidu, plus KOL networks built around specific HNW segments. The Hong Kong office runs Asian activation directly. Same brief across both stacks, calibrated to where the audience is in its cycle.
Marketing that reaches the audience the mass market over-targets and under-reaches.
HNW engagements come in different shapes.
A first call to look at what's running, where the audience is being missed, and whether we're the right fit.