Old Mutual has unveiled a new brand identity to reinforce a message of ‘Made in Africa for Africans’. This follows its primary listing on the Johannesburg Stock Exchange (JSE), and secondary relisting on the Zimbabwe Stock Exchange in June 2018. The new identity is led by a new campaign, #TheTimeIsNow.
Speaking on the eve of the #TheTimeIsNow campaign launch, Jonas Mushosho, the Old Mutual Zimbabwe Group CEO and Rest of Africa CEO, said:
As an independent entity with ambitious aspirations and a clearer, stronger focus on Africa, we saw the need to establish ourselves more firmly as an effective Pan-African leader with a distinctive customer value proposition. With that came the need to review, reposition and reinvigorate our brand.
We have re-imagined and strengthened our role and relevance in our customers’ lives. Increasingly, customers tell us that what they need from their financial services provider is closer involvement and understanding, and practical, hands-on support. In short, we will be cutting through the intimidating clutter of the financial sector, and serve more as coaches or partners, providing tools and motivation, helping them take the small steps that lead to great things.
This is why our brand identity has been given new vibrant refresh: to express our revved-up purpose to equip and guide our customers to become financially fit and be their absolute and exceptional best.