Commonwealth Bank: Creating value in our advice from the inside out

The Commonwealth Bank set itself an ambitious goal of growing its Australian financial planning business by 10% in a struggling market faced with unfavourable changes in regulation.

Commonwealth Bank: Creating value in our advice from the inside out

Agency: BMF Advertising PTY LTD

Advertiser:Commonwealth Bank

Author: David Hartmann

Total Campaign Expenditure: $2-5 million

STRATEGIC COMMUNICATIONS CHALLENGE

The financial planning industry had been having a tough time for years and Commonwealth Financial Planning was no different. Referrals had been declining each year for the past four years. The public were confused and cynical as to the real value it offered them. On a ten-point scale, the appeal of getting financial planning advice had dropped to an all time low of 4.6 (down from 5.2...

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