Commonwealth Bank research recognised with two industry awards

23 September 2008

Market research company Synovate has won the Consumer Services Research Award and the Supreme Award at the 2008 Market Research Society of New Zealand (MRSNZ) Market Research Effectiveness Awards for work undertaken on behalf of Commonwealth Bank.

The MRSNZ Market Research Effectiveness Awards is a major event held in the market research industry and is the industry’s choice selected by a panel of judges.

Both the Consumer Services Research Award and the Supreme Award recognise the qualitative branding project for Commonwealth Bank that forms the basis of its ‘Determined to Be Different’ branding campaign.

Synovate, working in partnership with Commonwealth Bank, embarked on a significant qualitative research project across Australia, and sought input from consumers, businesses and large institutions.

Ian Mills, Managing Director of Synovate New Zealand said: “The research produced a roadmap for the future, delivering five key areas of potential for the future Commonwealth Bank brand, as well as the opportunity they offered for differentiation, in a market where all banks are seen to be similar. “

Mark Buckman, Chief Marketing Officer, Commonwealth Bank said that being recognised as the winner in these two categories is an important win for Commonwealth Bank and Synovate.

“Winning these two awards reinforces that Commonwealth Bank is on track in meeting its objectives of strengthening brand engagement and raising the bar on what customers can expect their bank to be. Brand tracking results have confirmed that ‘Determine to be Different’ is working to explain the transformation going on inside the Bank, and positively differentiate us within the sector.

“We now have a brand position and a unique tone of voice through which we can effectively communicate the benefits to customers of initiatives such as our ’60 minute home loan’ and ‘fee free everyday banking for a year’ propositions,” Mr Buckman said.


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For further information please contact:
Nichole Ismay
The Commonwealth Bank
Ph: (02) 9378 5965
Mob: 0411 698 785