Taylor and Maloney present for ADMA WA

Around 180 people attended ADMA WA’s luncheon last Friday with BMF Creative Director Dylan Taylor (far right) and Commonwealth Bank marketing manager Chris Maloney (far left).

Taylor’s career has oscillated between mainstream creative and direct but said the two were now fully integrated in BMF’s creative thinking because there was a worldwide shift towards more “response seeking advertising”.

“Brand Advertising seduces people; DM changes behaviour,” said Taylor.

Maloney presented a case study on Comm. Bank’s ’60-minute Home Loan’.

Hesaid the Commonwealth made major changes to its home loan applicationprocess based on the insight from research that people want a home, nota home loan.

Long-time ADMA lunch attendees might recall AndyPontin’s first visit to Perth six years, when he said that M&CSaatchi and the ANZ Bank had exactly the same insight. Nevertheless,the Commonwealth’s campaign has been a huge success, with onlineapplications increasing by 596% and applications online go from a 98%drop-out rate to 20%.