Old Mutual launches new brand line to reflect business strategy
Old Mutual South Africa has launched its new brand line; "invest in your success" to reflect the fundamental change in strategy and philosophy that Old Mutual has implemented over the last few years.
"The reality is that Old Mutual is now far more than just a provider of life insurance and retirement products," says Old Mutual South Africa MD, Paul Hanratty. "With capabilities that range across the financial services spectrum, the group is able to offer investment and savings solutions that meet the needs of every business and individual in South Africa."
Hanratty says he wants every interaction that clients have with Old Mutual to be an investment in their success. "When our clients buy life or disability insurance, they are buying an investment in their peace of mind. When they buy medical cover, they are investing in their wellbeing."
He says the move to "invest in your success" is also about centralizing investment at the core of the Old Mutual brand. "For more than 160 years Old Mutual has been helping South Africans to make the most of their lives by encouraging them to save, by advising them how best to provide for the future and by working hard to grow their savings. We believe the new brand line reinforces what Old Mutual has always been about, but is also relevant for the current environment in South Africa.
"South Africa is poised for continued growth and all its people want to reap the rewards of this economic success. To do this they need to invest for the future. Old Mutual aims to partner all South Africans in this area by applying our globally competitive skills and passion for investment, while continuing to provide unparalleled peace of mind," says Hanratty.
The launch of the Old Mutual Investment Group South Africa (OMIGSA) earlier this year is evidence of the renewed focus the group is placing on savings and investments.
"By restructuring the investment business around 12 specialized investment houses Old Mutual will achieve the power of focus while still offering a full spectrum of different types of investment. This model of asset management has been incredibly successful for Old Mutual in the United States and we believe this same business model will work well in South Africa."
Stephen Cahill, Old Mutual general manager, marketing, says the group also recognized the need to integrate various Old Mutual brand messages that were being used in different parts of the business.
"In recent times we have spoken about "simple solutions for success" which reflects the importance we place on communicating with our clients in an understandable way. At the same time, we have spoken about always thinking investment, which helped position us as a leading investment house. By integrating these two messages, we can communicate with greater focus and not dilute our advertising spend," says Cahill.
The "invest in your success" campaign kicks off on 13 May with a new television advertisement that promises to effectively communicate our new messages to all South Africans. This will be followed by tactical outdoor advertising in main centres around the country.
