ANZ has launched a business-focused digital content platform called BlueNotes with former AFR journalist Andrew Cornell at the helm.
Going live today, the publication "forms part of a strategy to be a leader in engagement with customers, stakeholders and employees through digital and social media".
Incoming ANZ chairman David Gonski, as well as ANZ's Andrew Géczy, Mike Smith, Joyce Phillips, David Hisco and Philip Chronican feature in the first edition, as well as external contributors Jacqueline Gillespie of Korn Ferry and payments expert Professor Steve Worthington.
In his first column exploring Bitcoin, Cornell draws comparison with the disruption in the publishing space, describing BlueNotes as a "brand-new venture in quality journalism produced by a non-traditional player, responding to the fragmentation of audiences, new reader demands and the opportunities created by new technologies".
ANZ group general manager corporate communications Paul Edwards said: "The aim of BlueNotes is to publish thought-provoking content that responds directly to the interests of our clients, staff, investors, policy makers and other stakeholders, much like a traditional news site.
"Digital and social media are transforming the way people consume media and information. It creates a new opportunity for ANZ to directly engage our most influential stakeholders in a conversation about issues linked to our role in the economy, in society and in the Asia Pacific region.
"BlueNotes complements our engagement with these audiences through traditional media and we hope the quality of its content will provide journalists with useful context, background and comment to inform their own stories."
Cornell said: "Just as banking can no longer be about developing a product and selling it but must be about providing deeper outcomes for customers, the media is no longer just about broadcasting, it is about listening and engaging. It is a new era for us all."
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