CHE Proximity has kicked off a new brand campaign for Latitude Financial Services, which stars renowned actor Alec Baldwin, in a spot that promises Aussies that when it comes to personal finance, they can do better.

Baldwin leads ‘The Betterers’, Latitude’s team of personal loan specialists devoted to making lending better, with the ‘You can do better’ campaign the first integrated work released since the agency consolidated the creative account with Latitude’s brand media business in July this year.

Latitude chief marketing officer Donna Pidduck said the new campaign is the result of 13 months work in defining the brand in partnership with the agency.

“At Latitude, we’re obsessed by achieving better outcomes for our customers. Alec Baldwin has such a unique tone and style, we thought he was the perfect fit for Latitude. We’re proud to be launching a brand with such a point of difference in the marketplace,” she said.

“CHE Proximity’s approach and solution for this campaign was fresh and new. They saw media as an integral part of the whole customer experience and that approach perfectly aligned with ours.”

CHE Proximity chief operating officer Andrew Drougas added that managing Latitude’s creative and media business has made the rebranding process seamless.

“It’s very rare that an agency gets to create a brand from scratch, but to be able to do this from a creative and media perspective, is indeed special for us. Connecting Latitude’s message with the right customer moment allows us to create more powerful and relevant communications,” he said.

Ant White, CHE Proximity executive creative director said, “You can do better is a big brand platform that gives consumers a wakeup call to think outside the big four, while also giving the brand a purpose internally to continue to go one ‘better’ for customers.”

The campaign launches Australia-wide with TV, OOH, Digital, Transit and Social.