How Alec Baldwin put Latitude Finance on the map

When Latitude Finance (previously GE Money) relaunched its new brand in Australia, the company tapped actor Alec Baldwin to position itself as a new challenger brand to banks.

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 quick

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