I have never been so proud to be an Asian banker

In a recent post I talked about how to move brand metrics with strategic online partnerships.

Well the Commonwealth Bank/Domain Radar partnership has just received another boost, winning Best Brand Building Initiative at the 2009 Asian Banker Excellence in Retail Financial Services Awards.

While restricted to the banking industry, there are a few reasons why this is significant:

1. The awards cover the entire Asia Pacific, Central Asia and Gulf Region, putting Australian marketing innovation at the forefront of the region.

2. A digital initiative has won the brand building category, formerly reserved for big budget TV campaigns.

3. In a time when banking brands were doing it tough due to the Global Financial Crisis, effective marketing can still work to build brand strength.

Finally, the award reinforces my “Add-valuetising” philosophy, that the role of advertising should be to add value to people’s lives rather than interrupt them.

I will discuss this philosophy in more detail in an upcoming post.

Congratulations once again to everyone involved in the Radar project.

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Categories: Advertising, Digital Marketing, Direct Marketing, International Marketing, Marketing Strategy, Multi Channel Marketing, Return on Marketing Investment


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  1. Commonwealth Bank provides a glimpse at the future of banking « Maloney on Marketing - July 4, 2010

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