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...