‘Fresh ideas’ for GESB from The Brand Agency
Commenting on the appointment this week of The Brand Agency as its new marketing communications agency, GESB General Manager Marketing and Strategy Collene Hansen said The Brand would bring fresh ideas and creativity to GESB’s communications.
“Helping our members make sense of their super is critical during times of economic uncertainty and regulatory change,” she said. “The Brand Agency is well known for its creative approach and effectiveness in building strong connections with brands.”
Ms Hansen said research showed that use of advertising and a variety ofmarketing channels was a very effective way to reach GESB’s 310,000members – around 25% of Western Australia’s workforce.
The Brand Agency Managing Director Steve Harris said he believed therewas huge potential to drive even stronger engagement between GESB andits members .
“It’s one of the most prestigious client accounts in WA and its diverseactivities through all marketing disciplines represent a greatopportunity for us to partner with them,” he said. “GESB has a greatstrategy and we’re excited about bringing our skill set and experienceto their business.”
GESB has worked closely with its previous agency, Marketforce, since2004. Ms Hansen said Marketforce had provided terrific support to GESBover the previous five years building a strong connection with itsmembers and positioning it well for the future.
“Together we have won a number of marketing awards, most recently theprestigious Association of Superannuation Funds of Australia’sIntegrated Marketing Campaign of the Year 2009,” she said. “It’s not aneasy decision to change agency, but we anticipate The Brand Agency willbe able to build on our strong brand footprint. We welcome them onboard as part of our continued drive to engage our members.”
Appointment of The Brand Agency is for 2 years.
3 Comments
I have always found it strange that GESB does any external marketing/advertising at all considering it is not a fund open to the general public (although it wants to be and thats on hold at the moment).
If I was a fund member I’s really want to know why its wasting my money on big advertising campaigns to outsiders when it could be doing direct comms to its membership base?
There is a perception that ATL advertising is expensive & wasteful. There are benefits to advertising eg messages reaching a larger group of members considering not everyone opens their mail / email. I don’t mind having my money spent that way if done in moderation & benefits other members.
GESB competes also in the retirement and financial advice segments, so it would be important to keep up brand strength overall.