Colonial First State appoints It’s Friday as new creative agency partner

It’s Friday has been appointed by Colonial First State (CFS) to deliver its new brand platform and first advertising campaign since becoming a standalone business in December last year.

The appointment will see It’s Friday develop a new campaign and brand platform to leverage Colonial First State’s strengths as one of the largest retail superannuation and investment businesses in Australia and largest payer of pensions in Australia after the federal government.

The relationship has been forged as Colonial First State embarks on a new phase as a standalone business with around $150 billion of funds under management following the Commonwealth Bank’s sale of a 55 per cent stake in the group to global investment firm KKR.

It’s Friday CEO and founder Pete Bosilkovski welcomed the opportunity to reengage Australians with one of Australia’s leading wealth management companies: “We are delighted to partner with Colonial First State. It’s a real privilege. Colonial First State is an iconic Australian brand that has helped more than three million Australians plan for their future and realise their retirement ambitions to date. The team have huge ambitions for growth, and we are excited by the opportunity to differentiate the brand by charging it with a new kind of energy in this category.”

Says Todd Stevenson, chief customer officer, Colonial First State: “We are investing more than $430 million into the business over the next four years. The investment we are making into our brand is another way CFS is working to power the growth of the almost one million members who trust us to help with their retirement savings and investments.

“We want Australians to know that CFS and the financial advisers we work with can help them build their super savings and navigate the complexities of the retirement system and we’re absolutely delighted to be working with It’s Friday.”

The win continues It’s Friday’s growth trajectory following the agency’s launch in January with foundation client Domino’s, which was followed by the appointment of Cate Mathers as head of strategy.