CUA appoints Richards Rose to execute rebrand to Great Southern Bank

Credit Union Australia (CUA) has appointed Richards Rose to conduct its rebrand to Great Southern Bank.

Last month, the business announced it would ditch its credit union branding after 75 years because research suggested nearly half of Australians did not know what a credit union does.

CUA’s chief customer officer, Megan Keleher, said the new ‘Great Southern Bank’ name links to the company’s “existing strength, stability, and proud Australian heritage”. Richards Rose was the successful agency after a competitive pitch, she said, because it has been able to marry both insightful strategy with distinctive creative that we can’t wait to show our customers”.

“We were looking for a long term partner that had a track record in creating and implementing whole-of-business brand ideas,” Keleher added.

The business has more than 500,000 members, making it the country’s largest credit union. Richards Rose begins work on the rebrand immediately.

“CUA’s management have an equal mix of ambition and heart to help transform an extremely caring brand and business into an even more relevant customer experience as Great Southern Bank – and in doing so only strengthening their connection with all Australians” said the agency’s CEO, Digby Richards.

Last year, the agency added Campos Coffee, University of Adelaide, and Eftpos to its client list, which also features Stan, Mitsubishi and Bluescope.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.