Cummins & Partners wins creative account for Heritage Bank and launches ‘Bank you very much’ campaign

Cummins & Partners has won the creative account for Heritage Bank, and has been briefed with supporting the bank’s expansion out of its home state in Queensland to NSW.

The first campaign from the agency shows people reaping the rewards of being with the customer-owned bank, and inspired to say “Bank you very much”.

Heritage Bank is opening branches in Parramatta and Castle Hill. Customer launch activity will begin on November 2, following the opening of the Castle Hill branch. The campaign will run until 30 June next year and be executed across outdoor, catch-up TV, digital, programmatic radio and social.

Cummins’ chief creative officer, Sean Cummins, said positivity sells.

“The banking industry has become a bit self loathing…and maybe with good reason. But the Heritage model is built for its customers. And their customers genuinely regard the bank as key to their success and wealth creation. And nobody succeeds without being truly grateful. This little pun does it very nicely. Positivity sells,” he said.

Heritage Bank’s head of customer marketing and digital, Amanda Temperly, added: “Being 100% customer owned means we don’t have shareholders and we don’t pay dividends, which means we can focus on putting our profits back into better rates, lower fees, and the local community. We’re thrilled to be expanding our People First philosophy into NSW, including the outstanding customer service we’ve come to be known for since 1875.”


Client: Heritage Bank
Chief Product & Marketing Officer: Jane Calder
Head of Customer Marketing & Digital: Amanda Temperly
Marketing Manager Campaigns: Megan Tummon
Digital Marketing Manager: Ryan Lock

Agency: Cummins&Partners
Art Director: Jenny Tang
Copywriter: Chris Ching
Designers: Alice Zhang, Alice Tran
Integration Manager: Megan Gibson
Broadcast Producer: Afrim Memed
Executive Producer: Karley Cameron
Chief Creative Officer: Sean Cummins
Managing Director: Kirsty Muddle
CEO: Chris Jeffares

Media: Reprise

Production: Airbag
Director: Patrik Bergh
DOP: Simon Ozolins
Editor: Mark Bennett
Producer: Megan Ayers
Executive Producer: Alex Tizzard
Managing Partner: Adrian Bosich

Stills: Tim Jones Photography
Photographer: Tim Jones


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