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ANZ’s “The Winners” TV Commercial, 1984

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ANZ released an advertising initiative called “The Winner” in 1984 to coincide with the Los Angeles Olympics. The purpose of their ‘corporate image publicity’ campaign was to create a favourable perception of ANZ in the community. This was in recognition that whilst ANZ had a sizable list of firsts in banking, they had not been visible in claiming credit in the community. Their stockholder reports states that “[i]n a market-driven environment, it is an advantage to have a reputation for being innovative and creative, as well as providing a high level of professional service”.

ANZ's rather broad promotion – “ANZ The Bank That Serves You Best” – and its associated sponsorship programs (including the Olympics) and product advertising helped to reposition the Group in the public arena.

Read the full "The Winner" article on our blog.

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