ipac, a wholly owned subsidiary of AMP, is one of Australia’s largest and most innovative financial advisory firms. Although a national success story, it’s unique proposition had become diluted and was losing relevance in a competitive market.
Our task was to re-define and re-deploy their customer value proposition. We worked with the executive team and broader stakeholders to uncover ipac’s true enduring essence from which we could then develop a more meaningful and powerful proposition. We launched the new positioning and brand strategy at their annual conference, supported by an inspiring David Wenham narrated video which we produced.
The work proved inspiring for both staff and clients alike, leading to a new identity, brand campaign and a restructuring of their ‘next-generation advice’ models which represent the heart and soul of their business.