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
WRITER: Bart Pawlak & Robbie Kantor
ART DIRECTOR: David Joubert
DIGITAL: David Jackson
HEAD OF PLANNING: Moensie Rossier
ACCOUNT MANAGEMENT: Jenny Willits, Stuart Baillie, Bohdi Lewis
SOCIAL MEDIA: Tiphereth Gloria
PRODUCTION HOUSE: Collider
MEDIA AGENCY: Initiative
CLIENT TEAM: Robert Bustos-Mcneil, Alina Burdajewicz, Katie Crosby
15 Comments
That second ad reminds me of the Monty Python sketch: “I never wanted to be stockbroker. I always wanted to be a LION TAMER! GRRR!”
Coolest art direction in the category this year I reckon.
I like it. 69
I like it. Prefer the kimgkong one. 69
Jesus. More time and effort went into writing the PR release. ‘Coolest art direction’ in the category? It’s a bank. I think this is the hoakiest art direction in the category. The BT stuff from glue is the most considered (and looks the most trust worthy).
If all those banks learned all that stuff over all those years, why did it happen again?
I liked it even before I knew who the two young, talented young chaps who worked on it were. Well done Bart & Robbie.
bp
Nice. Brave. Extendable. Am worried it will probably be a winner for them.
Anonymous 5 agrees with Anonymous 3! Concept on ad 2 is lost due to the imagery and possible consumer alienation. Let’s hope the wife and her PETA cronies miss this one!
Not to be unkind, but the art direction does look like there was no shoot money.
Maybe the images are not clear enough but if you look closer you will see that the images are cutouts and have been shot.
No meat.
Logo interchangeable with AMP/MLC/ etc
Lazy strategy.
Exactly Andy.
Unless of course you’re not a shoot-from-the-hip, knee jerk kinda guy, lazy enough to make uninformed and stupid comments about a well-considered strategy based on thriving through change – which is of course key to any long term investment strategy. Not an empty promise about owning the future.
A strategy that is particularly well-timed when one actually considers the state of the investment world at the moment.
A strategy that applies particularly well to the money-manager that, as the oldest of it’s kind in Australia, has experienced and managed more change than any other.
Which, of course, MLC and AMP are NOT.
Keep posting. I’m sure we all look forward to your next insight.
Mr Robbie your well considered strategy thriving through change is all very well.
Show the evidence . Showing a 2 ring circus badly executed is tonally
wrong for the brand look at their website.
I hope your TVC proves me wrong other wise you could be out on your ass.
“Not to be unkind, but the art direction does look like there was no shoot money”
please explain your theory on this comment i am failing to see the relevance