AMP spends up on positive messaging

Staff Writer

Financial Newswire

5 October 2021

AMP has moved further to restore positivity around its image, this time launching a new national advertising campaign focused on recognising the importance of investing for all Australians.

The campaign kicked off over the long weekend, with the company saying it was aimed at reframing 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.

The advertisements feature 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.

Commenting on the new campaign, AMP chief executive Alexis George said that one of her key priorities since joining in August had 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.”