Building trust in an evolving customer landscape
The Australian financial services industry is undergoing considerable transformation, with a series of industry reforms and growing awareness of consumer and community expectations. Never before has it been more important for brands to show leadership, and to rebuild consumer trust and credibility.
As a leading Australian life insurer TAL has a bold ambition to make life insurance a well-understood and valuable part of people’s lives. By connecting with consumers in a very human way, TAL is on a journey to move away from the life insurance category’s traditional attempts to engage Australians.
Featuring TAL’s Chief Customer & Brand Officer Alex Homer, this luncheon shared insights and learnings on the value of building trust with consumers, and explored the importance of integrated customer experience systems, culture, business strategy, brand and communications.
Alex was joined by Christina Aventi from advertising agency BMF – also a regular and lively contributor on ABC’s Gruen Transfer – who shared insights on how financial services brands are evolving as a result of the current customer-focused landscape.
Alex Homer, TAL’s Chief Customer & Brand Officer
Christina Aventi, BMF’s Executive Planning Director
A young veteran of advertising with 18 years’ experience, Christina started her career at Unilever. She soon found her home in strategic planning and since then has consistently contributed to award-winning campaigns at Cannes, Spikes, Weight Watchers and Solo. Christina currently leads planning at BMF, with a particular focus on NSW Government, ALDI and TAL.
A regular industry commentator and panellist on the Gruen Transfer (ABC), she has led BMF to be the most effective agency in Australia, picking up 17 Effies and 7 APG awards in the past 2 years.