Fintech pioneer OFX moves into mainstream marketing for the first time

May 10, 2016 9:58

OFX has taken its brand above the line for the first time in its history

Financial services technology pioneer OFX is heading to the market with an advertising campaign for the first time, backing the effort with a $5m budget.

The money transfer specialist recently underwent a rebrand from its former name of OzForex and is now moving to build awareness with a new market of people looking to move money around the globe safely and cheaply.

Chief marketing officer, Maria Loyez, said the brand had reached a point in its life where it could expand from its total reliance on search marketing to embrace mainstream channels.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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