Australian customer-owned bank Heritage Bank has appointed Cummins&Partners as its creative agency of record.
The agency helped launch the 145-year-old Queensland born bank into NSW last year and has now been awarded the account nationally.
“We’re very proud to be working with Heritage Bank," says Cummins&Partners Sydney managing director Kirsty Muddle.
"It’s an opportunity to support a bank that’s doing the right thing and has been for a very long time."
As part of its expanded remit, the agency has launched a new national campaign for the bank which builds upon the previous Bank You Very Much! work.
Bank You Very Much! captures the bank’s belief that being a bank people can thank, means being a bank people trust.
Set to the lyrics of Fatboy Slim’s ‘Praise You’, the campaign celebrates the long Heritage commitment to its customers while capturing their thankfulness for a bank that puts them first.
“Bank You Very Much! celebrates the Heritage Bank culture around putting people first," says Cummins&Partners chief creative officer Sean Cummins.
"They’ve metaphorically been singing 'Praise You' for the last 145 years—we’ve just brought it to the fore."
Heritage Bank GM marketing Amanda Temperly says the lyrics of Praise You fit the sentiment the bank has had towards its customers throughout its long history.
"We are proud to be one of Australia’s longest standing financial institutions, but what we are even more proud of is that we are also one of Australia’s most trusted," says Temperly.
"Being a bank people thank starts with us thanking our customers. Whilst praising them is not a word we use, it is certainly a description of how we want them to feel and what our business is built around. Bank You Very Much! captures that sentiment perfectly.”
Reprise Brisbane is the media agency of record and worked with Cummins&Partners to deliver this campaign.
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