Princess Launches Multi-Year 'This Is New Money' Platform for IG Markets

Princess - A Creative Company has created "This is New Money," a multi-year brand platform for IG Markets. The fintech brand tapped the shop to challenge traditional views of wealth and promote its new trading app.

Roastbrief reported the news on LinkedIn on August 5, 2026. The post frames the campaign as a direct swing at old-money conventions in financial marketing, positioning IG Markets' trading app as the tool for a new generation of wealth builders.

The platform is built to run across multiple years, not a single burst. That structure differs from a one-off push tied to a product launch or seasonal moment.

No campaign budget, media spend, or specific creative assets have been disclosed. The scope of the IG Markets campaign, including channel mix and geographic rollout, has not been detailed publicly.

IG Markets operates in the online trading and CFD space, a category where brand differentiation often centers on regulatory language and claims about speed and access. The 'This is New Money' platform centers on redefining wealth positioning rather than the performance-first approach common in the category.

Princess - A Creative Company has not published additional details on the campaign's rollout timeline or the specific media channels involved. IG Markets has not issued a separate statement confirming the partnership terms or contract length.

This is the first public signal of a Princess and IG Markets collaboration. No prior joint campaigns between the two have surfaced in available reporting.

Free Agency Media will continue tracking rollout details, media spend disclosures, and any performance data tied to "This is New Money" as they become available.