How bold marketing and a sense of humour brought ANZ closer to its customers
Over the past four years, ANZ Bank has transformed from a traditionally conservative brand in lock march with its rivals to a business embracing social issues, big ideas and a willingness to fail. Mumbrella goes behind the scenes to see what makes ANZ tick.
When ANZ sprung a pair of blinged-up ATMs onto an unsuspecting public in Sydney’s Oxford Street to celebrate the Gay and Lesbian Mardi Gras, in 2014, the world took notice. It was two years after the bank had shifted its internal thinking about marketing and began a reveal that has continued ever since, winning awards and capturing customers.
Matt Boss, Carolyn Bendall and Louise Eyres
It’s a drive that has been led by marketing through a series of creative and occasionally controversial initiatives that have helped forge a connection with consumers and led to ANZ’s marketing team being named Marketing Team of the Year 2016 at The Mumbrella Awards.
Since taking the reigns four years ago, ANZ’s managing director – products and marketing, Matt Boss, has been charged with transforming the way the brand connects with consumers.
What a surprise. The most PC brand in Australia wins marketer of the year from Mumbrella.
GayTM was a great creative idea and execution, but ultimately completely irrelevant to the brand and just an attempt at getting in with the SJW and PC crowds.
And then there’s the good old pay-gap chestnut. Thoroughly debunked by every serious economist, but persisting nevertheless. After all it forms the sacred foundation of the feminist worldview, upon which so much pride, identity, status and virtue signalling rest.
Now, go on and be predictable and tell me about my white male privilege…
Great article, they really are doing great stuff over there at ANZ!
Can I have a job? 🙂
Byline reads;
Totally lost, then we bumped into Buzzword Island, and now miraculously we found our map which was there all along (honest) that charts our ingenious route.
Brilliant.
You can take that all the way to the bank.
A lot of the credit must go to Joyce Phillips who was responsible for marketing, was despised by most in the bank and dumped earlier this year.