Eftpos has appointed brand agency Richards Rose to a long-term agreement to help it transform its brand strategy and marketing communication, following a competitive review.
Richards Rose’s remit includes brand strategy, B2B and B2C marketing communications across all channels.
Eftpos was launched in 1984 as the world’s first national electronic payment system, an Australian innovation.
Last year Eftpos processed more than two billion transactions worth around $130 billion.
"Over the past 12 months, Eftpos has made great progress on the digital transformation, launching an ecommerce solution, trialling digital ID, growing mobile payments significantly and most recently with the acquisition of Beem It,” Eftpos head of brand and marketing Anthony Dumont says.
“Richards Rose demonstrated a great understanding of our audiences, the changing payment marketplace and how to create an enduring whole-of-business brand idea. That coupled with their passion for effectiveness made them the right partner for us for the years ahead."
The competitive pitch began in June and was led by procurement marketing specialist Kylie Chain and media consultant Steve Sinha, chief media officer at Media Operations Transparency.
“The eftpos team have a great mix of ambition and action with a clear purpose to help people enjoy life by living within their means and not chasing the hollow world of credit," Richards Rose CEO Digby Richards says.
This is the latest win for Richards Rose which also recently won new business with the University of Adelaide, Campos Coffee and Konvoy.
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