Credit: Andrew Siwka
Non-bank lender Pepper Money has appointed The Royals its creative agency after a review process led by its head of brand and marketing David Berry and Tumbleturn Marketing Advisory partner Dan Johns.
The move follows what the company describes as a decade-long partnership with “brand engine” agency String Theory, which helped build the lender’s brand and customer experience model.
Pepper Money chief marketing officer Sarah Pikardt said the shift reflects the next stage of the brand’s development.
“Over the past 25 years, and especially the last decade with String Theory, we’ve built a brand that truly lives and breathes across every part of our organisation,” she said.
“Together, we created a brand platform grounded in ‘real life’, with a clear sense of purpose, values and tone into how we show up for customers, brokers and each other.”
“Those foundations are strong and deeply felt inside Pepper Money. I’m incredibly grateful for String’s leadership and the legacy they leave with us.
“It gives us the confidence to move into this next phase with The Royals, focusing on expression and impact while building on what’s already well established.”
String Theory, led by Navigator Dr Jane Cherrington, has worked with Pepper Money through a period that saw the non-bank lender expand its brand positioning and category presence.
Cherrington said the transition reflects the maturity of the relationship.
“Working with Pepper Money over the past decade has been incredibly rewarding,” she said.
“When we first started, non-bank lending was in many ways still emerging, and our role was to help build the brand from the ground up, while also elevating the category.”
“Our role has always been to help build brands to a point where they don’t need us anymore. That time has come. Pepper Money now truly lives and breathes its brand, in how people show up, how partners are treated, and how customers experience the business.”
The Royals managing partner Andrew Siwka said the agency was attracted to the business’s direction and customer focus.
“We’re drawn to ambitious brands with ambitious goals. Pepper Money has strong foundations, a clear purpose, and a deep, very real understanding of its customers and broker partners,” he said.
The transition has included a handover period from String Theory, which will continue to support selected projects in the short term.
Pepper Money works with a group of agencies including media agency Customedia and PR agency humann. communications.
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