| New Day Dawns For Alexander Forbes |
|
Leading international provider of financial and risk services, Alexander Forbes, recently unveiled a new corporate identity designed by the Creative Director, Dewald van Zyl, of advertising agency, tbsp///beyond the line, the through-the-line agency in the Bester Burke Slingers Group . The logo is a clear shift towards a determined, modern and meaningful expression of what the company stands for and aspires to. The agency’s creative team of Wallace Seggie, Oskar Petty and Stephen Burke (Executive Creative Director), together with renowned director Miles Goodall, is introducing the new corporate brand via a 60-second television commercial urging clients to never let go of their dreams. Not their obvious financial dreams... but their deeper, more emotional, life affirming dreams. The commercial reminds them of what they may have given up or thought they may never realise. It makes them think. It suggests a second chance and removes the potential of emotional regret. Who better to trust with the vital job of securing your financial needs than the company that understands, empathizes and is able to connect with the ‘spiritual’ you? The ‘deeper’ you?Stephen Burke comments: “We want people to watch the advert and come away with the inspiring message that with Alexander Forbes it isn’t too late to make your dreams a reality. To ‘Live without regret’.” The ad has an otherworldly atmosphere, showing a landscape filled with contrasting imagery and unexpected elements in a space that feels strangely real and dreamy at the same time. Agency MD, Brigette Worrall says: “We are very proud of this commercial. We believe that the strong trust that Alexander Forbes put in our team allowed the campaign line “Live without regret” to come to life and leave a lasting impression with viewers.” Says Lynn Stevens, Alexander Forbes Group Executive: Brand, Marketing and Communications, "Our fresh new brand identity and advertising campaign represent a vigorous new strategic direction for Alexander Forbes. They signal a clear shift forward - a strong, modern and meaningful expression of what we stand for: the determination to have a positive impact on the financial well-being of our clients and, by doing so, ensure they fulfil their dreams and live without regret. The work is designed to be simple and elegant, reflecting the honest, straightforward attitude of Alexander Forbes towards our customers - namely, our rigorous new service orientation." |
| Last Updated on Tuesday, 17 May 2011 08:57 |