| ANZ Bank
2011 REBRAND 100 > notable Brand Implementation Country Base: Australia Industry/Sector: Financial Services, Insurance Below: Before and After Images Alternate in Slide Show, Summary, Credits 
Summary: Industry Setting Dating back over 170 years, ANZ Bank is a top 4 Australian bank operating in 32 countries in Australia, New Zealand, Asia, the Pacific, the Middle East, Europe and America. ANZ provides banking and finance products and services to more than 5.7 million customers and employs over 39,000 people worldwide. Challenge ANZ aims to become a super regional bank. This involves growing its presence in the Asia Pacific region to 20% of earnings by 2012. Acquisitions of RBS and ING in the region has lead to a growing cultural and social diversity of the bank’s customer base and precipitated the decision to rebrand. Strategy With a 5-year plan ANZ Bank has aggressively expanded into Asia and the Pacific purchasing banking assets in China, India, Vietnam, Taiwan, Singapore and Indonesia. Research indicated that equity in the ANZ name and key colour blue was maintained. ANZ’s brand agency created an expanded visual imagery and colour palette to reflect and appeal to a broader Asia Pacific audience. Over a 2-year period, across 32 countries, the rebrand has been applied to over 4,000 physical sites incorporating retail branches, corporate and commercial offices, foreign exchange, airport and ATM facilities, sports stadiums, high-level sky signs and multi-lingual applications. Result Strategic planning, development and delivery of the ANZ Bank rebrand project has met the agreed project objectives with respect to time, cost and quality parameters. ‘On-brand’ consistency has been obtained through detailed documentation, strategic procurement and sophisticated contract management procedures. The result is a consistent and high impact rebrand program. Credits: Client:Australia and New Zealand Banking Corporation - ANZ Bank - www.anz.com.au Brand Strategists/Designers: Diadem DDM Pty Ltd - www.diadem.com.au Global Project Director - Managing Director, Diadem: Dominic Russo Australian Project Leader - Projects, Diadem: Edgar Cummacho New Zealand Project Leader - Projects, Diadem: Brian Anderson Asia Pacific Project Leader - Projects, Diadem: Keith Truong [back] |
