Following on from ANZ’s move into publishing with BlueNotes, BNZ, RaboDirect and Westpac have now made their own forays into the content marketing landscape. But the approach that each bank has taken differs not only in terms of the content being covered but also in terms of who produces the material for publishing. We take a look at what each bank is doing in this space.
On 27 January a new-look Seven Sharp will see Mike Hosking and Toni Street joining the sole survivor of last year’s Christmas shuffle, Jesse Mulligan, as they take to Kiwi televisions for the first time. But Mulligan isn’t the only one returning to the Seven Sharp fray, because TVNZ has also announced that RaboDirect, the online bank, has re-signed its sponsorship agreement with the show.
M&C Saatchi recently lost its biggest client to .99, but it has clawed some business back after taking over from Shine on the RaboDirect account.
When it comes to challenger brands in the financial space, the ‘watch out for those big greedy, sneaky banks’ theme is a fairly common one. Kiwibank has been on that buzz since ages ago, NZCU launched its get your bank off your back campaign last year and now RaboDirect and Shine have taken a similar approach with the ‘Greedy Banks’ campaign.
It’s all go in New Zealand’s financial comms realm at the moment, with a bevy of big new campaigns, logo redesigns, repositioning statements and retiring frontmen spewing forth recently. And RaboDirect is the latest addition to that bunch, with a cool new campaign created by its new agency Shine, which took the account off Ogilvy in May.