‘This is the only way a bank can work ethically’: P&N ad takes aim at Royal Commission findings

Mutual bank P&N is hoping to capitalise on the adverse findings coming out of the Royal Commission into Misconduct in the Banking, Superannuation and Financial Services Industry, by saying its model is the only way a bank can operate ethically.

Created by 303 MullenLowe, the campaign forms part of the bank’s ‘Power of &’ brand platform and intends to show its commitment to people and the emphasis it places on all employees.

John Linton, planning director at 303 MullenLowe, said in a statement: “The Royal Commission has placed a spotlight on the ethics and integrity of the big banks. It’s an incredibly important time for people to know that there are legitimate alternatives like P&N out there who are set up to represent and benefit their customers, rather than shareholders.”

Kelly Fryer, manager of brand and marketing at P&N Bank, said 303 MullenLowe was given the brief of extending the bank’s “stronger together” brand strategy.

“We think they did a fantastic job in creating everything we set out to achieve. We absolutely love the visual of a group of people coming together to lift and support an individual which is exactly what P&N’s customer-owned model represents.”

The campaign will run across video and out-of-home.

Richard Berney, ECD at 303 MullenLowe, added: “It’s hard to fault the original concept of ‘mutual banking’.

“A community pools their money, so that when individuals need a boost – it’s there. P&N are customer-owned so they are one of the few banks that are still true to this model – and that became our big idea. Our customers are literally lifted up by their community.”


  • P&N Bank
    General Manager, Member Experience: Anna Pearce
    Manager Brand and Marketing: Kelly Fryer
    Brand and Campaign Manager: Priscilla Pedersen
    Digital Media and Campaign Manager: Alan Bayliss
  • 303 MullenLowe
    Executive Creative Director: Richard Berney
    Art Director: Bianca Galan-Dwyer
    Producer: Rozanne Fretz
    Strategy: Derry Simpson and John Linton
    Senior Account Director: Krista Song
    Business Manager: Eloise Cribb
    Production Company: Beautiful Pictures
    Director: Emma Tomelty
    Producer: Kate Downie
    DOP: Patrick O’Sullivan
    Photographer: Luke Carter-Wilton

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