The Whole Story with Trisca Scott-Branagan, former Head of Personalisation, Group Marketing, ANZ

How do we know news is working?

“Over the last year the pandemic has brought home how much we value news.”

While at ANZ, Trisca needed to target a company’s CFO, a notoriously difficult target to both reach and also to persuade. An insight common to many CFOs is that they need to stay up to date, and news is a vital source of information for them. For Trisca, news was a powerful communications channel, giving her a direct line to reach these key decision makers.

So when her brand needed to persuade CFOs Trisca’s approach was to surround her brand messages with the news sources that business leaders rely on to stay informed. By building ANZ’s brand relevance in this way, it meant that when it came time to make key decisions, CFOs were more likely to think of ANZ as a relevant and credible brand.

That’s why news formed a critical pillar in the media mix for ANZ.