Breaking News

Old Mutual repositions its brand and readies for growth

by Agencies
21 August 2018 | 444 Views
Following its primary listing on the Johannesburg Stock Exchange (JSE), and secondary relisting on the Zimbabwe Stock Exchange in June 2018, Old Mutual has unveiled a vibrant new brand identity, to reflect its fresh customer-led approach and stronger focus on Africa. The company's new visual personality draws on the optimism, vibrancy and seize-the-day spirit of the continent, reinforcing the message of 'Made in Africa for Africans'.

Speaking on the eve of the #TheTimeIsNow campaign launch, Mr. Jonas Mushosho,
Old Mutual Zimbabwe Group CEO and Rest of Africa CEO, says that the new brand repositioning represents much more than a brand refresh.

"As an independent entity with ambitious aspirations and a clearer, stronger focus on Africa, we saw the need to establish ourselves more firmly as an effective Pan-African leader with a distinctive customer value proposition," he says. "With that came the need to review, reposition and reinvigorate our brand.

"We have re-imagined and strengthened our role and relevance in our customers' lives. Increasingly, customers tell us that what they need from their financial services provider is closer involvement and understanding, and practical, hands-on support. In short, we will be cutting through the intimidating clutter of the financial sector, and serve more as coaches or partners, providing tools and motivation, helping them take the small steps that lead to great things.

"This is why our brand identity has been given new vibrant refresh: to express our revved-up purpose to equip and guide our customers to become financially fit and be their absolute and exceptional best."

Mushosho adds that Old Mutual is proud to be one of Africa's most reputable, recognisable and reliable financial services brands. Over the 173 years of its existence, Old Mutual has gained vast experience and demonstrated resilience and foresight in adapting to meet the evolving needs of customers and markets. Now, with operations in 13 countries in Africa, the company is ready to seize the opportunities for growth in the African financial services market.

Thobile Tshabalala, Old Mutual's Head of Brand, describes the repositioning of the brand as "a brave tightrope balancing act". Importantly, the brand evolution cannot be seen as an event, but rather a progressive build on Old Mutual's customer centric approach. The group has just launched the Old Mutual Rewards programme in South Africa, and will be rolling out many other innovative solutions and initiatives over time, to realise its vision.
 
She explains: "Old Mutual's brand evolution has been carefully managed since its founding in 1845, and it's been critical to keep the key associations and core brand values integral to the #TheTimeIsNow advertising and marketing campaign.




"This means that on the one hand, we had to ensure continuity, and on the other, we had to show how the company is generating a pulsating new energy. One of our main aims is to win over a new generation of customers whose needs, preferences and expectations are being shaped by a creative youth culture and access to ever more sophisticated technology.

"The company will retain its iconic anchors logo and its primary shades of green, but several energetic secondary colours - think pink, orange and sunshine yellow - signify a dramatic break with the past and bring the new brand personality to life. Our visuals incorporate many traditional patterns, illustrating the richness of our African culture."

The images used at various touchpoints, including TV, print and outdoor, speak of hope and optimism, liberation and a warm sense of community, reflecting Old Mutual's responsibility to its communities and its responsible investment in inclusive economic growth that benefits everyone.

"We are excited to be part of the (r)evolution of this great brand. To build relevance and affinity with people across Africa, we worked with our client, as well as our partner agencies across the continent, to create the communication campaign. Our strategic partnership with Old Mutual helped us get to a strong insight and a bold, simple proposition. 'The Time Is Now' is a call to action and a rallying cry. Our campaign is motivational, inspirational, vibrant and dynamic," says Jonathan Beggs, Executive Creative Director of Publicis Communications.  

Mushosho concludes: "The time is now to realise the potential of our customers and the markets we serve. We firmly believe that the secret to getting ahead is starting with the small steps. Wherever you're at, being exceptional starts right NOW. There's so much power in flinging procrastination aside and taking immediate charge of your finances to build a great life."

Old Mutual Growth Africa

Source: Agencies

Comments

Latest News

ZANU PF Youth leader resigns

by Mandla Ndlovu | 26 April 2019 | 2 Views

CIO boss dies mysteriously - The sudden death on Easter Monday of a se...

by Staff reporter | 26 April 2019 | 4 Views

Chamisa faces VPs headache

by Staff reporter | 26 April 2019 | 1 Views

'POSA bounces back as MOPA' - THERE has been a public outcry over the ...

by Staff reporter | 26 April 2019 | 1 Views

Mnangagwa's Zanu-PF panics - ZANU-PF yesterday said it was worried by ...

by Staff reporter | 26 April 2019 | 3 Views

Major shake-up in govt hospitals

by Staff reporter | 26 April 2019 | 2 Views

Sex embargo earns wife a hiding - An enraged 32-year-old man from Mand...

by Staff reporter | 26 April 2019 | 1 Views

Cop extorts teen lover of cows - A POLICE officer stationed at Guyu Po...

by Staff reporter | 26 April 2019 | 1 Views

Tsikamutanda killed for failing to reverse spell - A popular Redcliff ...

by Staff reporter | 26 April 2019 | 2 Views

Bosso star fined for 'stealing' a team jersey - HIGHLANDERS FC midfiel...

by Staff reporter | 26 April 2019 | 1 Views

Hooker tosses baby into latrine to save job - A self-confessed 42-year...

by Staff reporter | 26 April 2019 | 1 Views

Cheating man kills wife, shares bed with corpse - A CHEATING Victoria ...

by Staff reporter | 26 April 2019 | 1 Views

Man stabbed over friend's lover sex claim - A MAN from Beitbridge is b...

by Staff reporter | 26 April 2019 | 1 Views

CIO summon Zimbabwe Rugby Union officials

by Mandla Ndlovu | 26 April 2019 | 5 Views

Man dumped after paying lobola

by Staff reporter | 26 April 2019 | 1 Views

780 000 Zimbabwean young women HIV+

by Staff reporter | 26 April 2019 | 1 Views

Indecent proposal ... female tenant walks round house undressed

by Staff reporter | 26 April 2019 | 1 Views

No Zimbabwean referees at AFCON - LOCAL referees have mountains to cli...

by Staff reporter | 26 April 2019 | 1 Views

Teacher knocks pupil's tooth out for failing to solve Maths problem - ...

by Staff reporter | 26 April 2019 | 1 Views

Prophet caught pants down with married woman, ordered to pay 3 beasts ...

by Staff reporter | 26 April 2019 | 1 Views

Man dies after hearing girlfriend eloped with another lover - VIILAGER...

by Staff reporter | 26 April 2019 | 1 Views

ZANU PF wins 1st prize at ZITF

by Mandla Ndlovu | 26 April 2019 | 4 Views

Nurse needed to accompany woman who was eaten by dogs to India

by Mandla Ndlovu | 26 April 2019 | 3 Views

Mnangagwa arrives in Bulawayo in an expensive Dubai jet

by Mandla Ndlovu | 26 April 2019 | 2 Views

WATCH: Satire phone call that sparked Chiwenga's coup

by Mandla Ndlovu | 26 April 2019 | 12 Views

Tighten your belts till 2020, says Mthuli Ncube

by Staff reporter | 26 April 2019 | 4 Views

Fantasy that Mnangagwa would fix Zimbabwe now fully exposed

by David B. Moore | 26 April 2019 | 6 Views

Churches pray for Dabengwa

by Staff reporter | 26 April 2019 | 4 Views

Council opts for locally-made water chemicals - Harare City Council (H...

by Staff reporter | 26 April 2019 | 1 Views

Entertainment

'Bukalanga Gathering 2019 Will Be Spectacular' - Organisers

by Titshabona Malaba Ncube | 26 April 2019 | 3 Views

Madlela to share stage with Shwi, Freddy in SA

by Staff reporter | 23 April 2019 | 366 Views

List of Zimbabwean celebrities who became politicians

by Mandla Ndlovu | 22 April 2019 | 5033 Views

Analysts defend Tinashe Kachingwe

by Mandla Ndlovu | 22 April 2019 | 5182 Views

Charambas drop videos

by Staff reporter | 17 April 2019 | 1335 Views
iBlog

Greatsoftline For All Of Your Software Needs

coupon and promo codes: greatsoftline for all of your software needswhile some online sellers have promotional services that reduce the overall amount you spent, others do not .you need to be on the lookout for the best outlets in order to chase th... Read More
ITnews 25 February 2015 ago

What To Look For In Video Converter Software

looking for the best video converter software? you have to compare different video converters before making a purchase.the ability to watch video on different types of devices is a wonderful thing. not so wonderful are the compatibility issues that ... Read More
Sergey 19 June 2015 ago