Great Southern Bank reappoints Keep Left as PR agency of record

Independent PR and creative agency Keep Left has been reappointed as Great Southern Bank’s consumer PR agency of record following a competitive pitch.

One of Australia’s largest customer-owned banks, Great Southern Bank has more than 400,000 customers with origins dating back to 1946.

Activating across earned and owned channels, Keep Left is working closely with Great Southern Bank’s marketing and communications team to give the bank a meaningful voice in Australia’s home ownership conversation.

Says Megan Keleher, chief customer officer, Great Southern Bank: “Our research confirms that the aspiration of home ownership remains alive in Australia – and that there’s a strong link between homeownership and happiness. The homeownership journey can be difficult in the current interest rate environment, and we want to work with customers to help them realise their ownership goals.”

Keep Left’s scope of work includes an always-on PR program focused on consumer education as well as thought leadership and research-led PR campaigns across key topics including home ownership, financial literacy, clever money management, the cost of living and responsible banking.

Adds Keleher: “Keep Left’s work with us over the past few years demonstrates that they understand our purpose, our commitment to supporting first homebuyers and are helping us to differentiate in a competitive banking market.”

This month the team, led out of Keep Left’s Sydney office, launched the first major PR campaign ‘No Place Like Home’ – a multi-part research campaign that charts the homeownership journey. The first phase uncovers Australians’ level of happiness with their homes including how they feel about current and future economic conditions and what home means to them. It has already received national media coverage.

Says Katarina Farrell, Sydney managing director, Keep Left: “The Australian property market presents a raft of challenges for buyers, particularly Gen Z and millennials, many of whom are putting off buying a house until later in life. That’s why we’re pleased to be helping Great Southern Bank bring to life its purpose to help all Australians on the homeownership journey.

“There’s never been a more important time to champion the customer on their financial journey, and we’re excited to do it with a values-based customer-owned lender such as Great Southern Bank.”