Commonwealth Bank – determined to be different

25 January 2008

The Commonwealth Bank today launched its new advertising campaign, which commences on air with a television commercial tomorrow.

Central to the Bank’s new advertising direction is a mantra that the Bank and its staff will adopt as it strives to become Australia’s finest financial services organisation through excelling in customer service.

"’Determined to be different’ is a declaration that sums up the Bank’s new attitude that will set it apart from its competitors. It will ensure that the Bank puts the customer at the centre of everything it does by understanding their needs, then meeting and exceeding their expectations," said Barbara Chapman, Group Executive Human Resources and Group Services.

"The Bank has been changing internally to live up to our vision of excelling in customer service and this has been evidenced in the improvements in our customer satisfaction ratings. We believe that now is the right time to let our customers know that we are changing."

"This promise to our customers sets the standard we will be judged by. It’s a commitment to be innovative in our products and our service, today and tomorrow," Ms Chapman added.

To bring this to life, the Bank has worked with its advertising agency Goodby Silverstein and Partners to develop an advertising campaign that encompasses a series of television commercials, print, outdoor, web and inbranch.

"We are really excited about the new advertising campaign and the messages that it brings to our customers. We are fully committed to delivering on our promise of meeting and exceeding our customer needs by being different. "Determined to be different" is the cornerstone of all our future customer interaction and our delivery will ensure that they see it and feel it in all of their dealings with us," said Ms Chapman.

The new advertisements commence on national television on Saturday 26 January 2008.


For further information, please contact:

Bryan Fitzgerald
General Manager, Media
Telephone (02) 9378 2663