Bankwest set to unpack its anti-bank sentiment and brand positioning as Mumbrella Finance Summit returns

Mumbrella’s Finance Marketing Summit is set to return in July this year, with Bankwest taking to the stage to analyse the relationship between a consumer and a bank, while revealing how the brand managed to use anti-bank sentiment to its advantage.

Haylee Felton, Bankwest’s executive manager of brand and marketing, and Paul Nagy, chief creative officer at VMLY&R and WPP’s bespoke agency, Union, will reveal the insights, strategy and results behind Bankwest’s ‘Bank Less’ campaign.

While brands scramble to find ways they can get a consumer to ‘love’ them, Bankwest decided that this could potentially be achieved by seeing less of them – and so the Bank Less campaign was born.

The brand platform, which is based on extensive consumer research to address the way Australians feel about banking, uses tag lines including: “Because no one wants more bank in their life”, “Just the right amount of bank” and “Less BS. Yep, that’s right, less bank stuff”.

The Mumbrella Finance Marketing Summit takes place on July 25 in Sydney. Tickets are on sale now at earlybird discount.

Felton will be discussing the idea behind the ‘Bank Less’ brand positioning

Joining Bankwest at this year’s Mumbrella Finance Marketing Summit is the former chief operating officer of STW Group and ex-CEO of Ogilvy PR Australia, Chris Savage.

Savage, who is one of Asia Pacific’s pre-eminent public relations, marketing and communications industry leaders, will discuss the trust crisis the finance sector is facing as the fall out from the Royal Commission continues.

Throughout his analysis-rich session titled ‘The Royal Commission: Did We Actually Learn Anything?’, Savage will reveal the lessons from the way the industry has (mis)handled the Royal Commission, while he outlines the the most proven model for rebuilding tarnished trust and identifies actions leaders in the industry can take to start turning a crisis into a major growth opportunity.

Savage will deliver an analysis-rich session titled ‘The Royal Commission: Did We Actually Learn Anything?’

Plus, Yell Creative’s Nigel Roberts is returning to reveal this year’s results of the annual survey of marketers in the financial services industry.

Delivering the fourth annual Finance Marketing Survey, Roberts will unveil an enlightening mix of insights from marketers and consumers about the big issues facing the industry.

The Mumbrella Finance Marketing Summit will take place on July 25 in Sydney at the Four Seasons Hotel. Tickets are on sale now at earlybird discount.


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