BPAY enlists suite of agencies for new Osko by BPAY brand including BMF as creative partner

bpay-logo-B07DDF7841-seeklogo.com.jpgBPAY Group, provider of Australia's leading bill payments scheme, BPAY, has announced it is working with of a suite of Australian agencies tasked with supporting its latest market innovation, Osko by BPAY.

BPAY Group is working with BMF for advertising, Hotwire for public relations, Maud for brand design, Ikon Communications for media buying, and The Leading Edge for market research as the company prepares for the go-live of Osko by BPAY, the first overlay service on the New Payments Platform (NPP), in October 2017. BPAY Group and its agencies will work collaboratively on an integrated strategy and campaign to introduce Osko to financial institutions and consumers.
BPAY will be bringing Osko by BPAY to the majority of financial institutions that operate in Australia, providing a faster, easier, more convenient, data-rich, peer-to-peer payment service. To effectively introduce the service, which is expected to be adopted by millions of Australians, BPAY Group looked to a wide variety of agencies to unify its branding, design, messaging and communications strategy for Osko by BPAY.

The Leading Edge has undertaken extensive research on behalf of BPAY Group to tap into user sentiment on the service, while design and branding efforts for Osko will be led by Maud and BMF. Hotwire and Ikon Communications will spearhead the media engagement strategy.

Says John Banfield, Group CEO at BPAY Group: "Having such a varied and experienced group of Australian agencies working with us to introduce Osko by BPAY to the Australian market is very exciting.

"We want to communicate Osko by BPAY creatively and effectively to all the banks and financial institutions that will be offering the service, and ultimately to end-consumers. With such a great bank of agency experience alongside us, we are well-positioned to tell the story of this exciting innovation in payments."

Says Renee Amor, general manager, marketing and communication at BPAY Group agreed, saying that the support of specialist agencies will be key in the targeted communication needed to support the new service.

Says Amor: "Telling one clear story about the brand, how it will change the way Australians move money, and how people can use it through their digital banking channels will be vital in helping the financial institutions educate their customers. We are thrilled to have such experienced teams behind us to communicate Osko by BPAY both visually and through great stories and ideas."

Further details regarding Osko by BPAY will be released later this year.

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