Monday, July 04, 2011

ANZ's first global campaign stars TV's The Mentalist

Source : Campaign Asia-Pacific
Date : Jul 4, 2011

ANZ Bank has launched its first global brand campaign, promoting its brand promise of an uncomplicated, customer-centric bank. The campaign, by Whybin TBWA, features Patrick Jane, lead character from the television series 'The Mentalist'.

ANZ selected the character for his 'mentalist' persona, saying it was "the ideal personifcation of ANZ's brand as insightful, sophisticated, worldly but with a strong connection to Australia (Jane is played by Australian actor Simon Baker)."

"“Patrick Jane knows what people are thinking because he lives in their world – he’s an
observer of life and that’s what we strive to be,” ANZ group managing director for strategy, mergers and acquisitions, marketing, and innovation Joyce Phillips said.

The objective behind the campaign is to project a globally consistent campaign that builds on the development of ANZ's new global brand. This was formed in 2009 when the bank acquired a range of assets from the Royal Bank of Scotland.

"It will help build awareness and relevance of ANZ in our key emerging markets while
reinforcing what it is that makes us different from other banks," said Philips.

The campaign was launched in Australia and Asia on 3 July, with New Zealand to follow
shortly. There will be several executions launched over the coming year, supported by what the company says is a 'significant' media spend.

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