AMP launches new brand positioning, new campaign via Bastion

Financial services outfit AMP has launched its new brand platform via Bastion, titled ‘For all the investor in all of us’.

The campaign focuses on AMP’s focus on a diverse and broader customer base while reaffirming its 172-year heritage of supporting Australians. AMP has been rocked in recent years with scandals and several senior executive departures, including the CEO Francesco De Ferrari.

The 60-second spot, shot in black and white, features a woman narrating  reasons why Australian invest and what they invest, from savings to retirement to utes.

Bastion’s chief strategy officer Ben Lyttle said: “When we played it back to consumers we saw a significant shift in how they perceived themselves, their money and AMP. A shift that made them feel better about themselves and about the role of AMP in Australia. It made them think differently about their financial decisions too. It led to the idea to acknowledge the investor in all of us. It’s a simple reframing but a powerful demonstration that everything we do is an investment for a better tomorrow.”

Bastion’s client service director Kath O’Shea commented: “We couldn’t be prouder to have worked with the exceptional team at AMP to bring this new campaign to life, and the inclusive focus is something that particularly resonated with our team.”

The campaign will be on TV, online video, outdoor, radio and social.

AMP’s creative account has been with Bastion Banjo for several years. Bastion Collective took a majority stake in advertising agency Banjo in late 2018.


Client: AMP

Sheri Petersen, Head of Brand and Advertising

Joanna Lynsky-Smith, Senior Brand & Advertising Manager

Zoey Lyons, Senior Brand & Advertising Manager

Creative Agency: Bastion

Georgia Arnott, Executive Creative Director

Mike Guegan, Writer

Ben Lyttle, Chief Strategy Officer

Kath O’Shea, Client Services Director

Production Company: Collider Films

Dylan Duclos, Director

Annie Schutt, Producer

Media Agency: Universal McCann

Hayley Pyper, Senior Client Director


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