Medina Cicak. Credit: The Garden
Heartland Bank Australia (HBAL) has appointed The Garden to run its reverse mortgage media strategy and support its go-to-market approach.
The partnership combines Heartland's position in reverse mortgages with The Garden's creative, media and technology services.
The two companies want to change how older Australians view home equity as a way to fund retirement.
Reverse mortgages let older Australians draw on home equity to pay for modifications, care or other retirement costs.
Medina Cicak, chief commercial officer at Heartland Bank Australia, said the category deserved to be discussed with more clarity.
"We have built a suite of products that genuinely transforms the financial realities of older Australians. We believe this category deserves to be spoken about with far greater clarity, empathy, and confidence," Cicak said.
The Garden will work as an extension of Heartland's internal team, led by head of brand and marketing Matt Farnham, handling strategy, creative and media buying together, Cicak said.
Rebecca Tos, chief operating officer of The Garden, said the agency wanted to build a brand and media platform to match Heartland's ambitions in the category.
"Our vision is to construct a unified brand and media platform that matches their commercial ambition, delivering compounding growth by meeting older Australians exactly where they are with clear, empowering messaging," Tos said.
The work will focus on the motivations and decisions of Australians aged over 55, a group The Garden and Heartland say holds significant wealth but has been underserved by financial services marketing.
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