AMP launches advertising campaign to rebuild trust via Bastion

Chris Pash
By Chris Pash | 5 October 2021

AMP launched a national advertising campaign, its first since 2019, to revive the financial services group's standing in the community.

The Investor in all of us campaign, via Bastion, launched with a 60 second TV advertisement on Sunday during the NRL grand final.  It will run out across Australia via TV, online video, large and small format outdoor, radio and social.

The campiagn reframes what it means to be an investor with examples of everyday Australians and how they invest their time, energy and money to achieve their goals.

AMP's reputation has taken a battering since 2018 when the financial services royal commission uncovered misconduct, followed by sexual harassment complaints last year.

The campaign features a range of Australians from students opening their first bank account; a young expectant mother; a young man renovating his home; a tradesperson buying a ute for work; a volunteer supporting a cause and a mature couple enjoying their retirement. They are examples that show everyone is an investor in some way.  

AMP chief executive Alexis George: “AMP is one of the most recognised brands in Australia and has a long history of supporting its customers and the community to plan and invest for the future.

“One of my key priorities since joining in August has been to restore pride and trust in AMP. I have spent time listening to our customers and can clearly see the underlying goodwill towards AMP – a goodwill that has been built over a 172-year history and a purpose of supporting Australians. I’m passionate about delivering on that purpose and making AMP an organisation people are proud to be associated with.

“AMP is also undertaking a transformation, which included the sale of our life insurance business in 2020 and the demerger of our private markets business that is currently underway. As we transform AMP, it will be important, more than ever, that we show how AMP can help every Australian achieve their goals through the services we offer.”


Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus