Australian Institute of Management calls on Aussies to realise their power via Brand Council
The Australian Institute of Management (AIM), Australia’s most prestigious training and member organisation for managers, has unveiled a new comprehensive media campaign via Brand Council.
It follows the historic merger of AIM’s state-based divisions in 2013.
VIEW THE PRINT – AIM_example print.pdf
Jacinta Crabtree, group executive brand & stakeholder said AIM has a rich history of helping people become managers and managers become leaders.
Says Crabtree: “We are a well-known brand but we haven’t been overt about telling our story publicly. This campaign will change that.
“We have been working closely with our members, the business community and our employees over several months to better understand our organisation, its purpose and the broader commercial environment.
“The campaign follows an extensive inside-out brand review, which has also helped inform extensive changes in our products and services.”
The campaign centres on the idea of ‘Realise your Power’ and that great managers and leaders make decisions every day that affect people’s lives. With the right training, network and focus, these decisions can have a positive impact. Put simply, the better the leader, the better the decision. The better the decision, the wider the effect.
The 45-second TVC demonstrates the impact leaders and managers can have on their staff, customers and the community. Using split-screens, it shows how ideas, decisions and actions can have far-reaching effects on the wider world.
AIM has also launched a new website at www.aim.com.au to help members and the wider public to locate information about membership, courses, events and research.
Brand strategy: Brand Council
Brand idea and copy/TV: The Twelfth Window
Design identity: et Design Collective
9 Comments
Wow, that will help them rush headlong into the 60s.
Yawn and yawn again. I assume this was meant to be inspiring but had the complete opposite effect. But if AIM want be seen as bland and very old school, then these ads do the job. The big positive is that the voiceover would be handy to help put you to sleep! This seems to be very poor execution on what reads like an ok strategy.
I think the integrated campaign is an excellent first first into mainstream marketing. The imagery and voiceover odds poignant and delivers a clear message to the audience. For a 75 year old institution it is a refreshing modern approach that has obviously had some considerable intelligence behind it.
great job guys.
translating study into application is a hard task and the split screen thing here does it really well.
ignore the mud slinging, jealousy is a mo fo
Beautiful ad. It’s a shame Tony Abbott helped write the script. Go AIM for preparing people to continue the deforestation and destruction of the planet.
Completely missed the target! One of the most meaningless campaigns I’ve seen in a while. This is a huge missed opportunity for the brand to claim some turf. Loges I hope you enjoyed working on it, you seem to know a lot about it. Better luck next time.
Lewy, I didn’t work on the campaign at all, I simply watched the advert on Vimeo, I do understand the target market and without getting into a tit-for-tat, I think you are wrong having already explained my thoughts articulately. There are a number of wannabe opinion leaders on here slinging mud without any real substance to their opinion..Why do you think it missed the target? Why is meaningless? How have they missed the opportunity? Keyboard warriors are everywhere it seems…
Voiceover was awful. Would have been better with an upbeat, female voice. Also would have distanced the company from the reputation of being run by old white men.
Imagery could have been different and more appropriate, and the music a little louder and more uplifting.
I feel the ad maybe put too much stock into the power of managers, like they need to be responsible with all their ‘awesome power’.
Overall missed the mark.
Disagree with Loges, agree with Neckbeard. Expected better from @BrandCouncil. AIM were not even close to the target.