day&age Melbourne wins MyState in Tassie

MyState.jpgTasmania's regional financial services provider, MyState Limited, is consolidating its marketing communications account with Melbourne agency day&age following a competitive review.

MyState Limited, a non-operating holding company headquartered in Tasmania, operates three financial services brands: MyState and Tasmanian Perpetual Trustees in Tasmania and The Rock in Central Queensland.
MyState Limited's senior manager of brands and communications Stephen Pender said that the company has significant growth ambitions and judged day&age to be a perfect partner to help achieve those growth objectives.

Says Pender: "Our brands have strong differentiation in the markets they serve and we needed an agency that could help us communicate key truths that formed our brand strategy in a way that consumers would understand and value. day&age demonstrated to us that they have the breadth and depth of intellectual horsepower to do this, augmenting what we already do, to help us grow.

"They rapidly came to grips with the business opportunity and translated that into a strong strategy. Creatively they developed work that goes right to the heart of what we think makes our brands different."

Says Catherine Graham, day&age managing partner: "In financial services it is always difficult to identify a unique and compelling proposition that is based on a fundamental truth. Our market insights, together with MyState's brand data, showed us that customers have a genuine bond with the brands MyState Limited operates.

"We are very excited about working with MyState. They are committed to significant growth by doing things differently, and that means we are philosophically aligned."

day&age partnered with digital strategists Think Nimble to develop the communications strategy.

4 Comments

Anonymous said:

Nice work. I hope to see the agency finally deliver on its talent pool.

Anonymous said:

Congratulations - well deserved!

anonymous said:

MyState have ripped several million dollars from the Tasmanian economy by choosing a mainland company to do their marketing and advertising. I will be closing my accounts and moving my funds to a banking group that supports Tassie.

BooHooWho said:

3:39 must have been banking where they shit or shitting where they bank or eating where they shit and not banking on this result. Yeah that's what must have happened.

That's the business of business. Wish 'em all the best!

Leave a comment