AMP launches advertising campaign to restore trust via Bastion

AMP launched a nationwide advertising campaign, the first since 2019, to relaunch the financial services group in the community.

The Investor in each of us campaign, via Bastion, launched with a 60-second TV commercial on Sunday during the NRL grand finale. It will take place across Australia via TV, online video, large and small outdoors, radio and social media.

The campaign reframes what it means to be an investor with examples of everyday Australians and how they invest their time, energy and money to achieve their goals.

AMP’s reputation has taken a hit since 2018, when the Royal Commission on Financial Services uncovered misconduct, followed by complaints of sexual harassment last year.

The campaign features a range of Australian college students opening their first bank account; a young pregnant woman; a young man renovates his house; a trader buying a ute for work; a volunteer supporting a cause and a mature couple enjoying their retirement. These are examples that show that everyone is an investor in one way or another.

Alexis George, CEO of AMP: “AMP is one of the most recognized brands in Australia and has a long history of helping its customers and the community to plan and invest for the future.

“One of my main priorities since arriving in August has been to restore pride and confidence in AMP. I have spent time listening to our customers and I can clearly see the underlying goodwill towards AMP – a goodwill that has been built over a 172 year history and with the aim of supporting Australians. I am passionate about achieving this goal and making AMP an organization people are proud to be associated with.

“AMP is also undertaking a transformation, which includes the sale of our life insurance business in 2020 and the spin-off of our private markets business which is currently underway. As we transform AMP, it will be more important than ever to show how AMP can help every Australian achieve their goals through the services we provide. “

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