Case History Database

The appeal and referrals to CBA Financial Planning had been in decline for years, and with a new legislative pricing model coming in place, it was only set to get worse. Yet despite facing our most challenging context yet, we managed to turn the tides and see growth for the time in four years. We shifted the appeal of our advice against our entire customer base and resonated with a new and valuable audience who previously never looked our way. We achieved all this first and foremost through internal behaviour change. By simply thinking and acting differently. The advertising that followed helped further fuel this success and spread our new promise of new value.

	Author / Planning		David Hartmann		BMF
	Creative Director		Tim Wood		BMF
	Account Director		Emma McJury		BMF
	Copywriter		Mark Dunn		Goodby Silverstein & Partners
	Art Director		Mike Mazza		Goodby Silverstein & Partners
	Executive Producer		Barbaro Eddy		Goodby Silverstein & Partners
	Creative Director		Mike Barry		The White Agency
	Creative Director		Mikael Austin		The White Agency
	Strategy Director		Rachael Maughan		The White Agency
	Digital Director		Vanessa Sanford		IKON
	Communications Director		Jason Kendal		IKON
	Communications Manager		Ally Webb		IKON
	Executive Marketing Manager		Paul Argus		Commonwealth Bank
	Marketing Manager		Robin Patrick		Commonwealth Bank
	Marketing Manager		Jeff Miller		Commonwealth Bank