Heritage Bank, Australia’s largest customer owned 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 prestigious account nationally.
The new campaign “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 whilst capturing their customers’ thankfulness for a bank that puts them first.
Heritage Bank has a proud reputation for consistently delivering customer satisfaction ratings that are among the best in the country. In fact, Heritage recorded the highest customer satisfaction scores in J.D. Power’s 2020 Australia Retail Banking Satisfaction Study, as well as being rated highest in Australia in Forbes magazine’s 2020 World’s Best Banks List, and topping the scores in the J.D. Power 2020 Australia Bank Brand Authenticity Study.
Says Amanda Temperly, GM marketing, Heritage Bank: “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. 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.”
Says Sean Cummins, chief creative officer, Cummins&Partners: “‘Bank You Very Much!’ celebrates the Heritage Bank culture around putting People First. They’ve metaphorically been singing “Praise You” for the last 145 years—we’ve just brought it to the fore.”
Says Kirsty Muddle, MD, Cummins&Partners, Sydney: “We’re very proud to be working with Heritage Bank. It’s an opportunity to support a bank that’s doing the right thing and has been for a very long time.”
Reprise (Brisbane) is the media agency of record and worked with Cummins&Partners to deliver this campaign.
Production Company: Buddy Films
Producer: Susan Walker
Director: Harry Sanna
DOP: Jordan Maddocks
Music Supervision: Level Two – Mel Jong
Sound and composition: Rumble – Michael Gie, Liam Annert and Adam Moses
Creative Director: Sean Cummins
Art Director: Jenny Tang
Copywriter: Chris Ching
Producer: Steph Watt
Executive Producer: Karley Cameron
Brad Hill – Strategy Director
Melissa Aisbett – Senior Integration Director
Megan Gibson – integration Manager
Nicolette Nikoloudis – Senior Digital Producer
Krystal Fernandes – Digital Producer
Josh Ide -Digital Developer
Alice Zhang – Designer
Alice Tran – Designer
Amanda Temperly – General Manager, Marketing
Megan Tummon – Marketing Manager Campaigns and DM
Sean Clancy – Head of Digital CX and Sales
Simon Mee – Client Services Director
Claire Overell – Advisory Manager
Campbell MacMahon – Digital Solutions Executive