Heritage Bank appoints Cummins & Partners as creative agency of record
Heritage Bank has expanded its relationship with Cummins & Partners, appointing it creative agency of record.
Cummins & Partners won the creative account for Heritage Bank in NSW in November last year, in an effort to support the business’ expansion south from Queensland.
Now holding the whole Heritage Bank business, Cummins & Partners takes over from BCM, which Mumbrella understands worked on the account for 40 years.
Cummins & Partners has produced Heritage Bank’s latest campaign, which is set to the lyrics of Fatboy Slim’s ‘Praise You’ and celebrates the bank’s 145 year commitment to its customers.
Amanda Temperly, Heritage Bank’s GM of marketing, said the campaign perfectly captures the bank’s sentiment towards its customers.
“We are proud to be one of Australia’s longest standing financial institutions, but what we are even more proud of is that we are also one of Australia’s most trusted,” she said.
“Being a bank people thank starts with us thanking our customers. Whilst praising them is not a word we use, it is certainly a description of how we want them to feel and what our business is built around. ‘Bank You Very Much’ captures that sentiment perfectly.”
Cummins & Partners chief creative officer, Sean Cummins, said: “‘Bank You Very Much’ celebrates the Heritage Bank culture around putting People First. They’ve metaphorically been singing “Praise You” for the last 145 years – we’ve just brought it to the fore.”
Sydney managing director, Kirsty Muddle, added: “We’re very proud to be working with Heritage Bank. It’s an opportunity to support a bank that’s doing the right thing and has been for a very long time.”
For Cummins & Partners the expanded remit follows the agency picking up the creative account and releasing the first work for Libra, and being reappointed to the creative account for Fiat Chrysler.
Reprise is Heritage Bank’s agency of record.
BCM has been contacted for comment
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