ANZ to change to new logo as part of rebranding campaign
Posted October 23rd, 2009
ANZ is doing a major overhaul of its brand and position in the Australasian market, including the release of a new logo and tagline. This is in line with an upcoming major national advertising campaign starting this weekend.
ANZ lives in your world:
The major ad campaign is managed by M&C Saatchi Melbourne. The campaign will be featured online, on TV, outdoors, in press across Australia and Asia. The New Zealand brand overhaul will commence in 2010.
ANZ said the overhaul and ad campaign was to provide it with a consistent brand message of simple, uncomplicated banking across different markets. The bank has a presence in 32 countries.
The brand revamp will cost the bank $15m to implement, but ANZ said to news reporters its overall marketing budget will not be affected greatly.
Louise Eyres, group GM for brand at ANZ, told B&T Today that the market re-positioning has been 12 months in the making. It involved research with branch staff and customers in China, Vietnam and Australia.
She said: “Because of the amount of research we did, the proposition is uncomplicated and cultural implications have been pivotal.”
“Everyone is working longer hours and banking is so important, so the need for a simplified proposition is there. We are doing that with our ATMs and our extended hours. We’ve also eliminated 27 different fees from personal accounts.”
When questioned about the new logo, Eyres said: “The first question was whether ANZ should have a symbol at all. Fairly quickly we realised we did.”
“We’re now present in several markets where English is not the first language so this symbol builds equity with customers. It has three elements, which represents Australia, New Zealand and Asia Pacific, and the person at the centre of the image represents our customers and staff.”
Following the relaunch work will be separate ads that showcase ANZ and its ability to tackle individual customer needs such as mortgages and opening hours.
Eyres further stated: “We are committed to showing proof of how this proposition works for customers. We have to stay credible. Customers won’t have patience for vague promises, especially in difficult times.”
CEO of ANZ, Mike Smith said: “ANZ is increasingly a regional bank operating in 32 countries and speaking 19 different languages. A strong, unified brand across all our geographies is an important part of our future growth.”
“Today, our brand needs to reflect that no matter where our customers deal with us, we want to deliver one high standard of experience, based on understanding their world better than anyone else and working hard to make banking less complicated.”
Source: Bandt
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