ANZ has launched the first corporate digital publication for news, opinion and insight, BlueNotes.
The publication was launched today, forming a part of the bank’s strategy to be a leader in engagement with customers, stakeholders and employees through digital and social media.
The publication brings together news, insights, opinions and research about a multitude of areas including economy, business and finance and technology.
According to The Australian, others are beginning to call this type of journalism “brand journalism”, where companies are able to self-publish their own stories.
The Australian reported that ANZ are not the first ones to capitalise on this initiative, with the four major banks understood to be in the process of doing this.
“The aim of BlueNotes is to publish thought-provoking content that responds directly to the interests of our clients, staff, investors, policy makers and other stakeholders, much like a traditional news site,” Paul Edwards, ANZ Group general manager corporate communications, said.
“Digital and social media are transforming the way people consume media and information. It creates a new opportunity for ANZ to directly engage our most influential stakeholders in a conversation about issues linked to our role in the economy, in society and in the Asia Pacific region.”
“BlueNotes complements our engagement with these audiences through traditional media and we hope the quality of its content will provide journalists with useful context, background and comment to inform their own stories.”
The publication will be led by led by Walkley Award winning business journalist Andrew Cornell.