ANZ ropes in Simon Baker for brand campaign

By By Wenlei Ma | 4 July 2011

ANZ Bank has launched the next phase of its brand campaign, with a TV ad featuring Simon Baker, the Australian actor from The Mentalist.

The campaign launched yesterday across Australia, Singapore, Hong Kong, Taiwan and Vietnam withe television, print and out-of-home executions. It will launch in New Zealand in August.

Featuring Australian actor Simon Baker, the campaigns sees him reprise his role as character Patrick Jane from US TV series The Mentalist under a licensing deal with Warner Bros.

The bank chose the character of Patrick Jane because it believes he personifies the characteristics of ANZ, "insightful, sophisticated, worldly but with a strong connection to Australia."

The campaign is the first developed by Whybin TBWA since being appointed to the account in March, replacing M&C Saatchi.

ANZ group managing director, strategy, M&A, marketing and innovation, Joyce Phillips, said: "The evolution of our brand through this campaign reflects a need for a globally consistent campaign that supports our super regional strategy. It will help build awareness and relevance of ANZ in our key emerging markets while reflecting what it is that makes us different from other banks."

ANZ group general manager, brand, Louise Eyres, told AdNews: "The campaign is part of a long-term integrated strategy across the region. It's an evolution of what we started 18 months ago, a commitment to our super regional strategies across multiple geographies.

"The 'Barbara' campaign was a tactical campaign developed for Australia. The new 'Patrick Jane' campaign is a creative framework we can present across the region."

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