Hume Bank appoints jnr. as lead creative agency

Hume Bank has appointed trans-Tasman agency jnr. to lead all things brand, strategy and creative in Australia.

The collaboration marks a significant step in the business’s strategic evolution as it unveils its ‘The Power of Us’ brand platform.

With more than 70 years of community-based service in regional Australia, Hume Bank is transitioning from traditional customer-owned banking to a shared value business model.

“Hume Bank is entering an important new chapter, and ‘The Power of Us’ reflects our ambition to grow while staying true to our customer-owned roots,” said Hume Bank head of brand Justin Wheatley.

“Partnering with jnr. gives us the strategic and creative firepower to articulate our shared value model in a way that’s modern, distinctive and meaningful for our communities.”

The jnr. team has extensive experience in the financial services category.

“To be able to partner with an organisation, such as Hume Bank is pretty exciting,” said jnr. founder John Marshall.

“The organisation has bold ambitions, which is what we love in a client partner, and the ‘The Power of Us’ platform is the first step in the new direction for the bank.”

jnr. ECD Jenny Mak added that ‘The Power of Us’ is built around what makes Hume Bank genuinely different.

“From the hero film, directed by Patrick Fileti, through to the new visual system rolling out across OOH, social, and digital, the work is designed to feel human, optimistic and proudly community-led,” she said.

“It feels like the start of something we’re building together – and it’s great to be doing it with such an incredible client partner and team.”

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.