Alec Baldwin urges Aussies to do better in GE Money rebrand to Latitude Financial

Newly launched financial services brand Latitude Financial Services has recruited Hollywood star Alec Baldwin to headline its campaign offering to give Australians more choice.

latitiude-financial-serviceThe campaign by CHE Proximity features the star, who is currently making headlines in the US with his withering impersonations of Donald Trump on Saturday Night Live, challenging why Australians have so few choices in areas such as TV, phone companies and banks.

In the campaign Baldwin appears with a team from Latitude using examples such as “betterers”, cars and even schnitzels to get the brand’s new message across.

Running under the line “the Betterers”, Baldwin tells consumers “You can do better” for the business that formerly operated under the GE Money brand before it was bought by a consortium of KKR, Varde and Deutsche Bank last year.

The campaign is the culmination of 13 month’s work defining the new brand.

“Latitude chief marketing officer Donna Pidduck said that the campaign was an opportunity to introduce the new brand.

“Alec Baldwin has such a unique tone and style, we thought he was the perfect fit for Latitude,” Pidduck said.

“We’re proud to be launching a brand with such a point of difference in the marketplace,” she said.

“CHE Proximity’s approach and solution for this campaign was fresh and new. They saw media as an integral part of the whole customer experience and that approach perfectly aligned with ours.”

Andrew Drougas, CHE Proximity chief operating officer, said the agency had been able to work creating the brand from scratch.

“It’s very rare that an agency gets to create a brand from scratch, but to be able to do this from a creative and media perspective, is indeed special for us,” Drougas said.

“Connecting Latitude’s message with the right customer moment allows us to create more powerful and relevant communications.”


  • Latitude Chief Marketing Officer: Donna Pidduck
  • Agency: CHE Proximity Melbourne
  • Chief Operating Officer: Andrew Drougas
  • Executive Creative Director: Ant White
  • Creative Directors: Anthony Moss & Tommy McCubbin
  • Creative team: Deb Frenkel & Andy Roberts
  • Planning Director: James Needham
  • Director of Experience (Media): Liz Geor
  • Media Strategy: Olivia Scott, Hannah Garcia, George Groves
  • Media Investment: Daniel Bradley, Christina Webb, Tom Bergin, Elliot Tindale, Steven Birch
  • Head of Broadcast Production: Di Nash
  • Group Account Director: Jessica Hughes
  • Account Director: Christine Minnella, Sarah Newell & Jo Craven
  • Account Manager: David Collins
  • Production Company: Finch
  • Director: Benji Weinstein
  • EP/MD: Corey Esse
  • Producer: Emma Lawrence
  • VFX: ALT FX – Colin Renshaw
  • DOP: Andy Commis/Bryan Newman
  • Post Production: The Editors – Dave Whittaker
  • Sound: Matt Thompson Studio 8
  • Stills photographer: Larnce Gold

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