AMP launches advertising campaign to restore trust via Bastion


AMP launched a national advertising campaign, its first since 2019, to revive the financial services group’s position in the community.

the Investor in all of us campaign, via Bastion, launched with a 60-second TV ad on Sunday during the NRL Grand Final. It will be broadcast across Australia via television, online video, outdoor large and small format, radio and social media.

The campaign reframes what it means to be an investor with examples from everyday Australians and how they invest their time, energy and money to achieve their goals.

AMP’s reputation has taken a hit since 2018 when the Royal Financial Services Commission uncovered misconduct, followed by complaints of sexual harassment last year.

The campaign features a range of Australians from students opening their first bank account; a young pregnant woman; a young man renovating his house; a tradesperson buying a ute for work; a volunteer supporting a cause and a middle-aged couple enjoying their retirement. These are examples that show that everyone is an investor in one way or another.

Alexis George, Managing Director of AMP: “AMP is one of Australia’s most recognized brands and has a long history of supporting its customers and the community to plan and invest for the future.

“One of my top priorities since joining in August has been to restore pride and trust in AMP. I have spent time listening to our customers and I can clearly see the underlying goodwill towards AMP – a goodwill that has been built on a 172 year history and a purpose to support Australians, I am committed to achieving this goal and making AMP an organization that people are proud to be associated with.

“AMP is also undertaking a transformation, which includes the sale of our life insurance business in 2020 and the spin-off of our private markets business which is currently underway. As we transform AMP, it will be more important than ever to show how AMP can help every Australian achieve their goals through the services we provide.

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