Independent agency Loud has won the creative account for the Customer Owned Banking Association (COBA), following a three way pitch against Red Agency and EMC.
COBA is an industry association with represents more than 90 customer-owned financial institutions across Australia, including credit unions, building societies and mutual banks.
As part of its remit, Loud has been appointed to develop a competitive market position for the sector as it looks to challenge the dominance of the major banks.
Loud head of planning and innovation Gerry Cyron said: “We are thrilled by the opportunity to shake up the financial sector by creating a culturally potent value proposition and work that will set up the customer owned banking sector for generations to come.”
COBA collectively holds more than $92 billion in assets and serve more than four million customers.
COBA CEO Mark Degotardi said the organisation appointed Loud to position itself as an alternative to the big four banks.
“Loud demonstrated a deep understanding and commitment to the customer-owned banking sector,” Degotardi said.
“We believe their passion, insights and unique approach to campaign development will help our member institutions position themselves as the real alternative to the four major banks.”
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