John D Wood & Co. has unveiled its latest marketing campaign, “You’re hard to impress. Good.”, adopting a light-touch, humorous approach to reinforce its brand positioning.

Paired with the line “For people who know what they want,” the campaign is designed to underline the estate agency’s focus on clients at the upper end of the housing market.

Using tongue-in-cheek copy, the campaign will be amplified across print advertising alongside social media, digital display, paid search, direct mail and window card takeovers across all branches.

Chris Kelly, Head of Marketing at John D Wood & Co., commented: “Our clients know exactly what they’re looking for and they’re not afraid to say it. Rather than shy away from that, this campaign celebrates it. ‘You’re hard to impress. Good.’ is about confidence, clarity and understanding what really matters to people when they’re choosing a home.

“Using humour allows us to stand out, start conversations and show that we don’t take ourselves too seriously, while still delivering outstanding service.”