Breaking News

Old Mutual repositions its brand and readies for growth

by Agencies
21 August 2018 | 473 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

Chamisa demands Chief Ndiweni's unconditional release

by ZimLive | 17 August 2019 | 444 Views

Chief Ndiweni's incarçeration an attack on peoples rights - Chief Ndi...

by Iphithule Maphosa | 17 August 2019 | 291 Views

'Prisca Mupfumira wanted to remove General Chiwenga'

by Mandla Ndlovu | 17 August 2019 | 6104 Views

Royal Crown Council condemns Chief Ndiweni judgement

by The Royal Crown Council | 17 August 2019 | 1829 Views

Ndiweni is an MDC-affiliated Chief and so can do no wrong

by Petina Gappa | 17 August 2019 | 1437 Views

'Heavy is the head that wears the crown' said W Ncube - meant 'Empty i...

by Patrick Guramatunhu | 17 August 2019 | 987 Views

CIOs block release of Chief Ndiweni court judgment

by Mandla Ndlovu | 17 August 2019 | 3843 Views

Heavily armed police and Army jet besiege Bulawayo

by Mandla Ndlovu | 17 August 2019 | 7990 Views

BREAKING: Tabitha Khumalo arrested

by Mandla Ndlovu | 17 August 2019 | 7225 Views

Henry Olonga takes on Mnangagwa...again

by Mandla Ndlovu | 17 August 2019 | 6305 Views

To what end Mr Chamisa, does the end justify the means? - Dear Nelson ...

by Munya Shumba | 17 August 2019 | 1261 Views

Nhlanhlayamangwe Ndiweni an illegitimite Chief?

by Nicholas Ncube | 17 August 2019 | 1923 Views

ZANU PF youths in police uniform beat up Harare protestors?

by Mandla Ndlovu | 17 August 2019 | 3723 Views

Woman scalds hubby for not picking her from church

by Staff reporter | 17 August 2019 | 1820 Views

Bosso player & manager fight: New details emerge - NEW details have em...

by Staff reporter | 17 August 2019 | 1255 Views

Chamisa vows more protests despite Harare ban

by newzimbabwe | 17 August 2019 | 1018 Views

Welshman Ncube speaks out

by Mandla Ndlovu | 17 August 2019 | 4803 Views

Mthuli Ncube has a plan, but is it gobbledegook?

by Bloomberg News | 17 August 2019 | 2828 Views

Woman finds hubby in bed with sex worker, arrested for assault - A Chi...

by Staff reporter | 17 August 2019 | 2124 Views

Newly appointed chiefs have no power to apportion land - Masvingo Prov...

by Staff reporter | 17 August 2019 | 681 Views

Pupurai Togarepi invests CDF in clinic

by Staff reporter | 17 August 2019 | 719 Views

Handcuffed rape suspect bolts from court - A Kwekwe man who could not ...

by Staff reporter | 17 August 2019 | 1233 Views

Tsikamutandas leave in a huff as villagers bay for their blood - HUNTE...

by Staff reporter | 17 August 2019 | 1121 Views

Cheating wife dumps husband after busting her - FOR a Bulawayo woman, ...

by Staff reporter | 17 August 2019 | 2192 Views

Man parades neighbour's hat, use condom - A MAN from Gokwe paraded a u...

by Staff reporter | 17 August 2019 | 909 Views

Man files US$300,000 lawsuit against wife's lover - A LOCAL businessma...

by Staff reporter | 17 August 2019 | 486 Views

Woman slaps hubby with lifetime sex ban - FOR a sex-deprived Bulawayo ...

by Staff reporter | 17 August 2019 | 710 Views

Wife snatching businessman at it again - A GWANDA businessman – who ...

by Staff reporter | 17 August 2019 | 618 Views

United Nations statement on MDC demonstration

by Mandla Ndlovu | 17 August 2019 | 1825 Views

Entertainment

Zimfest delivers another 'phenomenal' festival

by Tidi Kwidini | 07 August 2019 | 628 Views

Should you be betting on reality TV show outcome too?

by Staff Writer | 05 August 2019 | 81 Views

WATCH: Jah Prayzah featuring Iyasa Sadza nemuriwo song

by Mandla Ndlovu | 23 July 2019 | 5593 Views

Muvhango star Marang Phala visits Prophet Sovi's church

by Mandla Ndlovu | 22 July 2019 | 9542 Views

Pure Black set to take Africa by storm

by Mandla Ndlovu | 04 July 2019 | 997 Views

'Cook Off' movie set for UK premiere

by Agencies | 02 July 2019 | 810 Views

Zimbabwean rapper teams up with top selling American singer

by Staff Reporter | 17 June 2019 | 1319 Views
iBlog

Tb Joshua Worst Enemy Angelique Tonge Exposed

About two years ago, we came out emphatically about those behind the t.b joshua watch. many were those who thought we were framing innocent people up or on a witch hunt. some events have vindicated us and the cat is out of the bag. it is said that no... Read More
pointblank 01 May 2015 ago

Five Reliable Outlook Pst File Repair Tools

Outlook pst files can become corrupted -- and when that happens, work grinds to a halt. if your organization relies on outlook, one of these tools could save the day. outlook is the industry standard groupware tool. let's take a look at five that can... Read More
ITnews 04 May 2015 ago