BWM Wins the Pitch for BOQ’s Brand Boost

Thursday, 20/12/2012

BOQ has appointed leading national creative agency, Belgiovane Williams Mackay (BWM) to drive a new direction for its brand and marketing.

BOQ Managing Director Stuart Grimshaw, who was actively involved in the agency review, said BWM showed a strong understanding of BOQ’s business strategy and point of difference in the market.

“The BWM team understood that we’re not after an advertising campaign or a tagline, but a way to demonstrate that we’re different - not only in the way we deal with our customers, but also in the way we do things internally,” he said.

”We’re developing a fresh culture so a brand positioning that puts the customer and what our people do at its core is pivotal to our success, as we rebuild the BOQ brand across every line of business and across every touch point.”

Mr Grimshaw said 2012 had been a year of change at BOQ - from a move towards multi-channel distribution to allow customers to deal with the Bank in the way that works for them, through to a significant strengthening of the Bank’s financial position, through to the appointment of a new executive team with significant banking experience.

Key appointments have also been made within the business including a new Head of Brand & Marketing, Toby McKinnon, who has extensive creative agency experience.  Andrew Murrell has also recently commenced as General Manager Digital and Direct Channels, joining from the Commonwealth Bank.

“I’m looking forward to seeing the hard work of 2012 start to deliver results in 2013. It’s an exciting time to be part of BOQ – there’s a real sense of momentum and purpose and an opportunity to give our customers something different,” Mr Grimshaw said.

BWM CEO Paul Williams said his team were delighted to be working with BOQ and were looking forward to building an enduring partnership.

“We found that BOQ is a business that has a distinct and unique culture and that creates wonderful opportunities for an agency,” Mr Williams said.

BOQ began an agency review process in September this year, shortlisting three agencies.

BWM, who are known for creating leading campaigns including Kmart, Weetbix, Bigpond and Leggo’s Pasta, will begin work in early 2013.