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Colonial First State taps It’s Friday to launch new brand platfom, first ad campaign

Australia — Creative agency It’s Friday has been appointed by Colonial First State (CFS) to deliver its new brand platform and first advertising campaign since becoming a standalone business in December last year. 

The appointment will see It’s Friday develop a new campaign and brand platform to leverage Colonial First State’s strengths as one of the established retail superannuation and investment businesses in Australia and prominent payer of pensions in Australia after the federal government.

The relationship has been forged as Colonial First State embarks on a new phase as a standalone business with around US$150b of funds under management following the Commonwealth Bank’s sale of a 55 per cent stake in the group to global investment firm KKR. 

Pete Bosilkovski, CEO and founder of It’s Friday, welcomed the opportunity to reengage Australians with one of Australia’s leading wealth management companies. 

“We are delighted to partner with Colonial First State. It’s a real privilege. Colonial First State is an iconic Australian brand that has helped more than three million Australians plan for their future and realise their retirement ambitions to date. The team have huge ambitions for growth, and we are excited by the opportunity to differentiate the brand by charging it with a new kind of energy in this category,” Bosilkovski said. 

Meanwhile, Todd Stevenson, chief customer officer of Colonial First State, said that they are investing more than US$430m into the business over the next four years. Stevenson added that the investment they are putting into their brand is another way CFS is working to power the growth of the almost one million members who trust them to help with their retirement savings and investments. 

“We want Australians to know that CFS and the financial advisers we work with can help them build their super savings and navigate the complexities of the retirement system and we’re absolutely delighted to be working with It’s Friday,” Stevenson said.

The appointments continues It’s Friday’s growth trajectory following the agency’s launch in January with founding client Domino’s, which was followed by the appointment of Cate Mathers as head of strategy.