Asset management firm MA Financial Group launched its first national brand campaign, backed by Nibble Edge and Houston, to introduce itself to the Australians it’s been building wealth for.
For a company managing $15 billion in assets, MA Financial Group has flown under the radar.
The ASX-listed financial services firm has launched its first-ever mass-market brand campaign across Australia. The campaign is set to roll out across OOH, alongside digital and national radio.
MA Financial Group, joint chief executive officer, Julian Biggins, said: “As the scale of our business and the breadth of our capabilities has grown, we thought it was time to tell our story more broadly. The trust our clients and partners place in us remains at the core of everything we do – this campaign is about making sure a wider section of the Australian community knows who we are and what we can do for them.”
Creative agency Houston developed a pared-back campaign, that centered on MA Financial’s tagline: “We invest. We lend. We advise.”
The strategic thinking is when you’ve built a $15 billion business largely through word of mouth, institutional trust, and adviser networks, the creative doesn’t need to shout.
Houston, chief executive officer, Stuart O’Brien, said: “The temptation in financial services is to over-explain. MA Financial’s story is strong enough that we could afford to strip the creative right back and let the brand speak. When your AUM has nearly doubled in a year, you don’t need a complicated message – you just need people to know your name.”
Independent media agency Nibble Edge was tasked with executing the national media campaign to reach financially engaged Australians – those already actively thinking about investing, lending, or corporate advisory.
Nibble Edge, partner, Jack Baldwin, said: “This isn’t a spray-and-pray brand launch. We designed the media to land where financially astute Australians live and work – the train platforms they stand on, the lobbies they walk through, and the mastheads they read. The ambition isn’t just awareness; it’s to make MA Financial the name that comes to mind when Australians think about who they trust with their money.”
