When Caroline Ruddick, general manager of marketing at Latitude Financial Services joined the business in June 2017, she inherited a brand campaign featuring one of the world’s most recognisable actors, Alec Baldwin.
The campaign launched in October 2016 and followed a major change for the brand which had formerly been known as GE Money. In 2015, GE Capital’s Australian and New Zealand consumer finance business was acquired by a finance consortium and quickly underwent a rebrand to move away from the GE name.
The bulk of its customers knew GE Money through partnerships with retailers such as Harvey Norman which...