B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • WPP
  • B&T Women in Media
  • AFL
  • Thinkerbell
  • Pinterest
  • State of Origin
  • Anthony Albanese
  • imaa
  • Meta
  • ARN
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: CHE Proximity Launches New Campaign For Latitude Ft. Alec Baldwin
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > CHE Proximity Launches New Campaign For Latitude Ft. Alec Baldwin
Advertising

CHE Proximity Launches New Campaign For Latitude Ft. Alec Baldwin

Staff Writers
Published on: 10th October 2016 at 2:41 PM
Staff Writers
Share
2 Min Read
SHARE

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.”

https://youtu.be/EJTX_LghRLY

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.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: latitude, smoothfm
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

NSW Blues & Adidas Kick-Off Game III With ‘House Of Blue’
04/07/2025
TV Ratings (03/07/2025): Nearly 800K Tune In For Joanna Lumley’s ‘Absolutely Fabulous’ Danube Tour
04/07/2025
Google’s Veo 3 Being Used To Create Racist Videos For Social
04/07/2025
Enrichd Group & Greg Inglis Launch ‘Stick With It’ Mental Health Movement
04/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?