OMD and The Pure Agency inspired by potential of animals in Allan Gray campaign

Investment management company Allan Gray has released its latest campaign, inspired by the potential of animals.

The campaign was created in collaboration with The Pure Agency, an ad agency specialising in the finance sector, and media agency OMD.

The campaign’s TVCs see black and white footage of an owl and a cheetah achieving their ‘potential’ by catching their prey, while out-of-home ads display the animals along with the taglines “Potential. Known.” and “Potential. Pursued.”

The campaign will be rolled out across online video content and out-of-home executions in key outdoor transit locations, airports and gyms nationally.

Tanya Menzies, head of marketing of Allan Gray said she was excited to launch Allan Gray’s new brand positioning for Allan Gray in the Australian market, adding:

“The new campaign looks to drive awareness and consideration of the Allan Gray brand. We wanted to stand out in a very conventional and conservative category. The work has already delivered an increase in web traffic and we couldn’t be happier with the initial results.”

Campaign Credits:

Allan Gray
JD De Lange – Chief Operation Officer
Tanya Menzies – Head of Marketing
Alex Nash – Marketing Co-ordinator

The Pure Agency
Margot Cotter-Melton – Managing Partner
Michael Neary – Planning Director
Kylie Suttor – Creative Director
Margo McWilliam – Head of Copy
Justine Daisley – Business Director

OMD Australia
Daniel Clark – Business Director
Eimear Hughes – Account Director
Mark Aloe – Media Assistant

Production Partners:

Limehouse Creative – (Image retouching)
Vandal – (TV, Digital and Animation)


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