Following its primary listing on the Johannesburg Stock Exchange (JSE) in June, Old Mutual has unveiled a vibrant new brand identity to reflect its fresh customer-led approach and stronger focus on Africa.
The primary listings were followed by secondary listings in Malawi, Namibia and Zimbabwe in late June this year.
A statement availed to Nampa on Friday said the company’s new visual personality draws on the optimism, vibrancy and seize-the-day spirit of the continent, reinforcing the message of ‘Made in Africa for Africans’.
According to the statement, Old Mutual Executive: Marketing, Transformation and Customer Strategy, Ndangi Katoma, speaking at #TheTimeIsNow campaign launch said that the new brand repositioning represents much more than a brand refresh.
“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.”
Katoma said that on the one hand Old Mutual has to ensure continuity and on the other show how the company is generating a pulsating new energy.
“One of our main aims is to win over a new generation of customers whose needs, preferences and expectations are being shaped by a creative youth culture and access to ever more sophisticated technology,” he was quoted as saying.
The company also introduced its new Business Unit Marketing Manager, Ashante Manetti, who said her return to Old Mutual comes with great excitement.
It further said Manetti, raised in Old Mutual, is proud to once again be at Africa’s most reputable financial services brand.
“With operations in 13 countries in Africa, we are not just ready to seize the opportunities for growth in the African financial services market, but we have re-imagined and strengthened our role and relevance in our customers’ lives,” she said.
Old Mutual will retain its anchors logo and its primary shades of green, but several energetic secondary colours such as pink, orange and yellow signify a dramatic break with the past and bring the new brand personality to life. The visuals incorporate many traditional patterns, illustrating the richness of African cultures.
In conclusion, the statement said images used at various touch points, including TV, print and outdoor, “speak of hope and optimism, liberation and a warm sense of community, reflecting Old Mutual’s responsibility to its communities and its responsible investment in inclusive economic growth that benefits everyone”.