The Australian Institute of Management (AIM), training and member organisation for managers, has unveiled a new media campaign.

It follows the merger of AIM’s state-based divisions in 2013.

Group executive brand and stakeholder, Jacinta Crabtree, said AIM has a rich history of helping people become managers and managers become leaders.

“We are a well-known brand but we haven’t been overt about telling our story publicly. This campaign will change that.

“We have been working closely with our members, the business community and our employees over several months to better understand our organisation, its purpose and the broader commercial environment.

“The campaign follows an extensive inside-out brand review, which has also helped inform extensive changes in our products and services.”

The campaign centres on the idea of ‘Realise your Power’, and that great managers and leaders make decisions every day that affect people’s lives. With the right training, network and focus, these decisions can have a positive impact. Put simply, the better the leader, the better the decision. The better the decision, the wider the effect.

The 45-second TVC demonstrates the impact leaders and managers can have on their staff, customers and the community. Using split-screens, it shows how ideas, decisions and actions can have far-reaching effects on the wider world.

AIM has also launched a new website to help members and the wider public to locate information about membership, courses, events and research.

Credits:

Brand strategy: Brand Council

Brand idea and copy/TV: The Twelfth Window

Design identity: et Design Collective