Perpetual re-launches via Patts campaign

Leading wealth manager, Perpetual, this week launches its new communication campaign created by George Patterson Y&R Sydney. Themed Master Change, the new campaign  sees a confident creative refocus for the 124-year old financial services powerhouse. The campaign starts with major outdoor and print this week, followed by digital next week, with TV down the track.

The previous tone and colour palette has evolved into a more strikinginvitation to investors to take advantage of Perpetual’s many years ofexperience.

Says GPY&R, Sydney ECD, Julian Watt: “Perpetualis an amazing brand that just needed a jolt of new creative energy,without losing its integrity as one of Australia’s most respectedinvestment companies. The idea positions Perpetual by using a key truthabout investing – those best equipped to anticipate, read andunderstand change, benefit the most.”

According to Patts Head of Planning Moensie Rossier, the strategicbreakthrough was achieved by looking at Perpetual’s experience througha new lens, not as passive tenure, but active experience, which is theactive anticipation and management of change: “Change is the oneconstant of our time. It’s not the strongest that thrive, but thosemost able to withstand and spot the opportunity in change. In thispost-GFC world, the demand from investors is to re-ignite growth.”

Perpetual’s GM Marketing & Self-Directed Clients, RobertBustos-McNeil says that GPY&R’s creative collaboration haddelivered a new campaign that communicates to clients the relevance ofPerpetual’s experience.  “Advisers and investors alike can confidentlyface change using products and services that reflect and incorporatePerpetual’s 124 years of experience in a constantly evolving world”.

The campaign launches across multiple media channels and employsthought provoking infographics created in collaboration with Collider.

ECD:  Julian Watt

CLIENT TEAM: Robert Bustos-Mcneil, Alina Burdajewicz, Katie Crosby