MFAA – jessica goulburn

We have multiple conversations every day, but few of them are life-changing. Enter the MFAA’s recently launched consumer campaign showing that a conversation with an MFAA member is so much more than just a financial transaction.

What would your life-changing conversation be? A first home? A bigger backyard for kids’ play time? Help to grow your business?

The MFAA’s recently launched consumer campaign centres around ‘life-changing conversations’. More than just bricks and mortar, life-changing conversations deliver on hopes, dreams, plans and passions. While we have countless conversations throughout our lives, few have the ability to be truly life-changing.

With credit advisers not only helping people into homes and businesses but also helping people’s lives, the ‘life- changing conversations’ brand position cements MFAA members as the best.

The objective of the consumer awareness and advertising campaign is to raise awareness of MFAA members as providing the highest standard of service in the industry.

“A key point of the MFAA strategic objectives is to promote consumer awareness of MFAA credit advisers,” Phil Naylor, CEO of the MFAA says. MFAA members undergo higher educational qualifications and ongoing professional development, but broker feedback states that consumers don’t necessarily recognise this.

The campaign ensures MFAA members are recognised for their extra qualifications and that MFAA Approved Credit Advisers are the first choice when consumers are financing or refinancing. Based on research undertaken by the MFAA, the campaign recognises that, despite consumers wanting different things out of life, everybody wants someone reliable on the journey.

“It quickly became evident that a conversation with an MFAA member is so much more than a financial transaction,” says Christian Finucane from Core Sydney, the creative agency behind the consumer campaign.

“These are the people that get you great deals so you can buy your dream home, start your new business or find more time for what’s important.”

The MFAA is choosing to promote online this year, finding that general media campaigns don’t produce benefits unless they are ongoing. This has largely been influenced by last year’s success. The 2012 campaign was less expensive, offered more flexibility and was more measurable compared to traditional media campaigns.

“This year’s campaign builds on those experiences with an even greater emphasis on online and social media to encourage consumers to only deal with an MFAA credit adviser because of their higher professional standards,” says MFAA CEO, Phil Naylor.

The campaign is entirely digital, consisting of display advertising and a Facebook promotion. Both serve to drive people to the MFAA’s ‘Essentials of Borrowing’ website to find an MFAA Approved Credit Adviser.

The display advertising is based around three core concepts to target key audiences.

When it comes to first homebuyers, most just want to know how best to enter the property market easily and sensibly. The consumer campaign shows how MFAA credit advisers make this happen, including educating young consumers on different finance options, the various ways to pay back mortgages and how best to finance a loan in accordance with individual circumstances. It’s all about helping consumers understand their options.

A second angle the campaign takes is refinancing to give consumers more time – time to dedicate to what’s most important in life.

Lastly, the campaign looks at how a life-changing conversation can impact commercial lending, using the example of a farmer who was able to extend his farm after discussing his business options with an MFAA Approved Credit Adviser. All creatives executions are illustrative and are not intended to be literal interpretations.

The Facebook competition, entitled ‘Life-changing Likes’ gives one lucky consumer the chance to win $5000 from life-changing partners Wattyl Paint, Accor Hotels and Resorts, Qantas Holidays or Freedom Furniture.

Consumers are also educated about the importance of good advice and where to go to get it.

Life changing conversations is available to download.

With a long and strong history at ANZ, it’s Keiran Evans’ time to shine as the new Head of Third Party Distribution, taking the reins from Meg Bonighton, who is now General Manager of Specialist Channels.

Jessica Goulburn: Tell me a bit about your experience with brokers and third party banking.
Keiran Evans: It was around 15 years ago that I set up ANZ’s commercial broker team. We were the first major bank involved with brokers in a commercial sense. That was probably when I first realised the value that brokers could bring to the marketplace and truly understood that customers wanted choice in delivery methods.

JG: Do you think that years of experience within ANZ gives you an advantage when dealing with such a specific field?
KE: I’ve owned a small to medium business, and that – together with my commercial and corporate background – gives me a real empathy for, and knowledge of, the particular challenges of running and operating a business. It also means I have a strong connection with brokers and a deeper understanding of their needs and concerns. The one thing I’ve had at the forefront of my mind in everything I’ve done has been to always put clients first. I’m really pleased to see that the broking industry has matured along those lines and it’s still very much a client-first approach. When you’re in commercial and corporate, you’re putting together some pretty sizeable deals. I’m happy to say there’s no bigger thrill or emotional connection than when you help a client buy their first home, so I’m delighted that I’m in this role and helping people achieve their dreams. I’m experienced in the industry, but I’ve also been slightly removed from it for a little while, which means I’ve got a fresh pair of eyes, and some new ideas and perspectives. I believe that will be a good combination.

JG: How do you intend to fill Meg Bonighton’s shoes?
KE: I have great respect for what Meg did when she was in the role. The business is in great shape and that’s a credit to Meg and all of our teams. When I’ve been out visiting aggregators and brokers, the one clear message I get is how strong and consistent our teams are. It’s a great legacy that Meg has left and I plan to continue to build on that.

JG: What are your plans for the third party channel in the coming six months?
KE: Feedback about ANZ from aggregators and brokers is really positive, so it is great to know that ANZ has such a strong, consistent reputation in the marketplace. It’s about continuing to enhance what we’ve already got, especially our great relationships. There is future growth potential and there will be opportunities for us to continue the momentum and improve it even further.

JG: What do you think about increased professionalism of the industry, taking into account the strong stance the MFAA has taken with education requirements far above that required by legislation?
KE: One of the things I’ve noticed since coming back into the industry is that it is more professional and mature in its approach. Customers are always looking for knowledgeable advice, so I believe it’s essential that the industry is well regulated and that advisers are equipped to support their clients. Continued professional development is important in any industry, but especially in the finance industry. ANZ is committed to supporting all of our broker partners in terms of professional development, especially with accreditations and credit training. We also spend a lot of effort ensuring our Business Development Managers are receiving professional development because you need to keep enhancing that. It’s always about more and more knowledge and providing better service to customers. If we can help brokers to help their customers then it’s a win for everyone.

You need to know is available to download.

Life-changing conversations

You need to know: Keiran Evans