BOQ review ad account weeks after launch of new brand campaign
Bank of Queensland has commenced a review of its advertising account less than a month after it unveiled a new campaign to promote its rebrand to BOQ.
The review was launched following the end of a four-year contract with incumbent, CHE.
The agency has been invited to repitch for the business, with the new contract likely to span for two years.
The latest BOQ brand campaign features local owner-managers and introduced the new tagline “Your own personal bank”.
Greg Abbey, BOQ head of brand and marketing services, said: “Our next step is to review the communications agency and formalise our roster, which includes existing strategy, creative and media partners. We now have a clearly defined brand strategy and positioning. We have re-launched the brand and are now looking forward to the next evolution.”
The initial request for proposal closes on March 24, with a decision expected to be made in May.
BOQ’s media agency OMD and strategy partner, the Brand Council, are not affected by the review.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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