Insights

14 July, 2008
Banks can still build relationships with traditional media devices.

An insight into branded content and how to use it to create a meaningful customer relationship.

The following article appeared in Retail Banking Review.

18 June, 2008
The recent market turmoil and uncertainty will see many, if not most superannuation fund members opening their statements this year and wondering where their retirement savings have gone.

In the wake of the sub-prime crisis and the global credit crunch super funds are expected to post negative returns on member’s retirement savings.

For many of us superannuation is an afterthought, a number on a payslip that our employer deals with - that is, until we get our annual statement.

This year more than any other since the introduction of Super Choice the relationships that our superannuation funds have with us will determine what happens when we open that envelope.

February 2008

In examining digital marketing opportunities for financial services clients, we repeatedly come across the same metrics being used as a measure of success. Those metrics tend to revolve around hard measures of click through, cost per lead and conversion rates (purchase, appointment etc). These are all valid measures of campaign performance, but they are not the complete picture, especially for high involvement offerings.

December 2007

There are few who would argue that the future of public relations is online. With the industry already starting to make this shift, PR Professionals need to understand where their audiences are getting news and information from and how an online public relations strategy can increase campaign and business success.

September 2007

There has been talk for many years about consolidation in the platform space.
And yes, there has been a considerable reduction in numbers - and most predict this
will continue. The more interesting future play in the platform space is the evolving nature of the platforms themselves. While traditionally seen by many as an administration and investment vehicles, some of the biggest platforms are gearing up to be so much more.

June 2007

Building a memorable brand in the Australian financial services industry is no easy feat.

A serious subject matter, combined with intense regulation, means any brand building activity and promotion has to stay within certain boundaries.

Autumn 2007

The past couple of years has seen a flurry of increased interest in branding in the
superannuation arena. Choice of fund has meant most fund executives,
boards and employees have realised that keeping members was not something
to be taken for granted anymore.

11 November 2005

There has been a much greater spend on above-the-line advertising by financial services brands than ever before, adding a lot of noise to the increasingly crowded communications market. A good online strategy is only going to get more important to have. How can you get your message across in this market place?

30 July 2005

The more things change, the more they stay the same. Vanessa Stoykov looks at the best, or smartest approaches when differentiating your brand in a crowded and sometimes confusing market?

Winter 2005

In a choice environment, funds can take nothing for granted. More than ever fund executives are looking critically at their communications programs, and how to reach members in the new playing field.

While advertising, direct mail and the Internet are all valid ways to reach members, and we have seen a proliferation of such mediums in recent times, another alternative, which we believe is under-used, is the media.