We worked with Fidelity to develop a campaign based initially around a series of themed roadshows for advisers. There was a very specific message to get across: although it was impossible to make a call on whether a recovery had begun, there were preparations that could be made ahead of any recovery that would ensure clients' portfolios were well placed to take full advantage when it did start. Our solution was bold, but simple: create a new word that said it all - "Precovery".