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We market
financial brands
Company Credentials
Who We Are
The Dubs is a finance category marketing specialist
with experience working across retail & investment
banks, a...
Services
As an agency we play to the strengths of our people
and the accumulated experience of our agency
stretching back ...
Our Clients
We are a finance category specialist with experience
working across retail & investment banks, asset & fund
ma...
Finance
Retail, Investment Banking, Asset Management,
Private Equity, Insurance

We market financial brands

contactus@the...
Commonwealth Bank
Content Marketing
Our brief was to create a content strategy to maintain
a relationship with Commonwealt...
Citibank Australia
Content Marketing
Citi Australia’s corporate communications department
approached us to oversee the lau...
AMP Capital
Content Marketing
Given video is arguably the fastest growing media it
made perfect sense for one of Australia...
Macquarie Bank
Content Marketing
Macquarie Bank approached The Dubs to develop the
website for their digital TV channel – ...
ING Direct
Content Marketing
ING Direct adopted a new brand strap of “saving feels
good” to encapsulate their positioning ...
Google
Content Marketing
The Dubs works with Google across Europe, the
Middle East and Asia Pacific to provide strategic a...
Citibank Australia
Social Media
The credit cards division of Citibank Australia asked us
to develop and run its inaugural ...
Bupa Australia
Social Media
Bupa in Australia and New Zealand are part of the
Bupa Group, a leading international healthca...
ING Direct
Social Media
Following ING Direct Australia’s rebrand spearheaded
by the adoption of Charles the Orangutan as b...
ADCU
Social Media
Australian Defence Credit Union (ADCU) is a is a
member-owned financial cooperative which provides
banki...
Eftpos Australia
Digital Marketing
Eftpos is is an electronic payment systems provider. In
2012, Australian consumers perf...
ING Direct
Digital Marketing
Our relationship with the world’s largest online bank
ING Direct started early in 2003 when w...
ING Direct
Digital Marketing
The Dubs developed specific iPad advertising for the
new Fairfax newspaper tablet application...
Colonial First State
Web Development
A full redevelopment of the global presence for
Colonial First State’s Global Asset M...
AMP Capital
Web Development
AMP Capital commissioned us to create a global
website presentation layer that could allow the...
Queensland Government
Web Development
In 2010 the Queensland Government and its
investment banking advisers turned to us w...
ING Direct
Web Development
Our relationship with the world’s largest online bank
ING Direct started early in 2003 when we ...
ING Direct
Web Development
We created an Apple accredited iPhone Home Loan
application so people could access mortgage and...
ING Direct
Web Development
Working closely with ING Direct UK’s internal technical
and customer experience teams, The Dubs...
Corporate
Online, Investor Relations, Event Marketing

We market financial brands

contactus@thedubs.com | thedubs.com
EnergyAustralia
Content Marketing
The Dubs utilised the latest in technologies to deliver
digitally lead corporate marketi...
ACMA
Social Media
The Australian Communications and Media Authority
(ACMA) is a statutory authority within the federal
gov...
BHP Billiton
Web Development
Given BHP Billiton is the world’s largest miner and
the offer for Rio Tinto was considered co...
Archer Capital
Web Development
Australian private equity house Archer Capital
approached us in 2005 when it was looking to...
FremantleMedia
Web Development
The Dubs have an eight-plus year long relationship
with the FremantleMedia Group working to...
Press Association
Web Development
The Press Association is the UK’s leading multimedia
news and information agency and was...
Gunns Limited
Web Development
Gunns is one of the largest farmers of trees in Australia,
currently growing the equivalent ...
Contacts
Australia

United Kingdom

Candice Rosenzweig

Tristan Fawley

Commercial Director
0412 971 394
candice.rosenzwei...
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The Dubs credentials

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The Dubs is a content marketing agency for the financial services sector. This is our latest credentials outline.

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The Dubs credentials

  1. 1. We market financial brands Company Credentials
  2. 2. Who We Are The Dubs is a finance category marketing specialist with experience working across retail & investment banks, asset & fund managers, brokers & insurance, financial planners & superannuation, private equity & venture capitalists, and emerging markets. We also work with media and broadcast brands such as FremantleMedia and Google in multiple territories. Our core team includes individuals with diverse backgrounds such as journalism, television, branding, social media, web design and technical. 25 2 16 People Offices Years We work with in-house marketing, corporate affairs and product teams to kickstart new initiatives and solve business or creative problems in the digital space. We’re also happy working alongside other providers such as creative & media agencies and PR partners. We market financial brands contactus@thedubs.com | thedubs.com
  3. 3. Services As an agency we play to the strengths of our people and the accumulated experience of our agency stretching back to 1996. Our people come together from various disciplines including journalism, television, branding, social media, web design and technical. With these backgrounds it’s natural we’ve built our digital capabilities across content marketing, social media, digital marketing and web development. Content Marketing Social Media Content strategy Social media strategy Audience research Reactive governance guidelines Competitor / sector audit Proactive publishing strategy Content and audience seeding Format development and scriptwriting Editorial and video production Social monitoring Social guidelines policy Digital Marketing Web Development Online advertising production (Flash / HTML5) Information Architecture eDM and DM production and management Interface design Copy writing HTML5 / CSS development Campaign microsite development SEO optimisation Search Engine Marketing (SEM) CMS development Technical consultancy Mobile / tablet app development We market financial brands contactus@thedubs.com | thedubs.com
  4. 4. Our Clients We are a finance category specialist with experience working across retail & investment banks, asset & fund managers, brokers & insurance, financial planners & superannuation, private equity & venture capitalists, and emerging markets. We market financial brands contactus@thedubs.com | thedubs.com
  5. 5. Finance Retail, Investment Banking, Asset Management, Private Equity, Insurance We market financial brands contactus@thedubs.com | thedubs.com
  6. 6. Commonwealth Bank Content Marketing Our brief was to create a content strategy to maintain a relationship with Commonwealth Bank’s home loan customers. The solution was to develop a destination (named Living Space) that would provide curated, sourced and professionally produced content relating to the needs of their home loan customers. Key to the success of the project is to produce the highest level of content. We have sourced journalists and writers who currently write for mainstream newspapers and magazines, thereby providing Living Space a level of quality not traditionally associated to a brand. The future scope of the project is to, over time, reduce the dependance on traditional advertising as this project becomes a destination in its own right for the audience to seek advice and information surrounding their home. We market financial brands contactus@thedubs.com | thedubs.com
  7. 7. Citibank Australia Content Marketing Citi Australia’s corporate communications department approached us to oversee the launch of its social media channels, create entertaining content and drive audience engagement. Using footage from Citi’s corporate film, our challenge was to create bespoke video narrative that would juxtapose both the human element of the restaurant programme with Citi Australia’s involvement in the scheme. The result was a 4-part mini-series that played out over Facebook. The video launches saw spikes of user engagement and generated ongoing, positive PR for the restaurant. This campaign marks the start of our ongoing relationship with Citi Australia. We market financial brands contactus@thedubs.com | thedubs.com
  8. 8. AMP Capital Content Marketing Given video is arguably the fastest growing media it made perfect sense for one of Australia’s strongest investment brands to showcase its knowledge to savvy investors using online video. And while AMP Capital would be speaking with a sophisticated investor audience online, it was important for these investor insights videos to have personality. Hence the talent was important, picked from known AMP Capital advisers who could speak engagingly about the latest economic and investment trends and how AMP Capital’s products and people manage wealth creation. We market financial brands contactus@thedubs.com | thedubs.com
  9. 9. Macquarie Bank Content Marketing Macquarie Bank approached The Dubs to develop the website for their digital TV channel – Macquarie Digital. Targeted at retail and institutional investors, the website needed to provide an online location for an archive database for re-broadcast of video content produced on the broadcast channel. The Dubs developed an IPTV (web based TV) platform for the delivery of audiovisual content that complemented and extended the reach of the broadcast channel. Each week over 8 hours of new video content is added to an archive of over 800 video files allowing site users to view and search multiple streams of content from Macquarie Bank. In addition, the site has a full CRM system to allow registered users to subscribe to email marketing, online surveys and further communication with Macquarie Bank. We market financial brands contactus@thedubs.com | thedubs.com
  10. 10. ING Direct Content Marketing ING Direct adopted a new brand strap of “saving feels good” to encapsulate their positioning in the cluttered UK retail banking market. It was felt by us and ING Direct’s other marketing agencies this theme would adopt naturally to a raft of “feel good” factor campaigns and so from us the “feel good” microsite was born. We wanted to build a two-way conversation between ING Direct and its customers and potential customers so daily good news stories and photos are pumped out through the microsite while visitors can leave their own posts on stories that make them feel good or submit their own photos. We market financial brands contactus@thedubs.com | thedubs.com
  11. 11. Google Content Marketing The Dubs works with Google across Europe, the Middle East and Asia Pacific to provide strategic and creative consultancy. Working across a range of business verticals including financial services, automotive, retail and FMCG, The Dubs provides a 48-hour turnaround, creative solutions service, producing innovative advertising and branded content solutions, showcasing the potential of Search, YouTube, Google+, Maps, Streetview, Google Display Network, Mobile and Google Glass. We market financial brands contactus@thedubs.com | thedubs.com
  12. 12. Citibank Australia Social Media The credit cards division of Citibank Australia asked us to develop and run its inaugural Facebook acquisitionled campaign called ‘Financial Freedom’. It plays to the aspirations of Citibank’s target market whilst promoting a specific credit card offer. Marrying the popular mechanic of a personality quiz with a financial focus allowed us to entertain audience members whilst driving them to enter a competition and share it with their friends networks. Status updates and Facebook Ads further bolstered campaign reach and maximised engagement opportunities. The result is a bank of extensive customer insights, acquisition opportunities, positive word of mouth and ongoing PR for Citibank Australia. The success can be measured by Facebook statistics showing its fan base increased nearly 400% in one month and averaged over 60% engagement (at the time the top 10 Australian financial institutions averaged 10-20% engagement). We market financial brands contactus@thedubs.com | thedubs.com
  13. 13. Bupa Australia Social Media Bupa in Australia and New Zealand are part of the Bupa Group, a leading international healthcare organisation that cares for more than 33 million people in 190 countries. Bupa first approached us in Mid-2012 with a brief to help with creation, development and implementation of a Facebook application to celebrate being a mum. On every project we have now completed, we have worked hand-in-hand with Bupa’s internal team and 3rd party agencies to ensure their digital work marries with their overall marketing and digital strategy. We market financial brands contactus@thedubs.com | thedubs.com
  14. 14. ING Direct Social Media Following ING Direct Australia’s rebrand spearheaded by the adoption of Charles the Orangutan as brand ambassador, The Dubs moved the bank into its next phase with social media. The Dubs launched a conversation campaign under the moniker of “Charles Writes” in Facebook to create an emotive connection with people in social media uncluttered by standard industry bank product messaging. The latest phase involved the roll out of the Charles’ Champions campaign that creatively rewarded loyal customers with special gifts. Ever since its launch, the Facebook page has been inundated with positive and encouraging comments declaring ING DIRECT as one of the most innovative banks displaying genuine customer service. We market financial brands contactus@thedubs.com | thedubs.com
  15. 15. ADCU Social Media Australian Defence Credit Union (ADCU) is a is a member-owned financial cooperative which provides banking services to Defence personnel, Defence contractors and their families. In November 2011, we were initially appointed to help with the creation and development of social media guidelines and a social media strategy for the business. As part of our remit, we worked closely with multiple stakeholders across the organisation (from the CEO through to customer services personnel) to craft a scalable and easily actionable social media plan for the business. After successfully delivering the social media guidelines and strategy, we were then asked to provide our thoughts on how best to refresh a campaign targeting new military recruits across the Army, Navy and Airforce. We market financial brands contactus@thedubs.com | thedubs.com
  16. 16. Eftpos Australia Digital Marketing Eftpos is is an electronic payment systems provider. In 2012, Australian consumers performed more than 2.2 billion eftpos transactions worth almost $135 billion at 504,000 merchants, using over 764,000 eftpos terminals. We were first appointed by Eftpos to help maintain and develop their web, digital marketing, print and social media presence. After working closely with their internal teams, we soon built a strong working rapport and rolled out a series of digital campaigns to support the above-the-line activity. At the same time, we helped the business to showcase their corporate social responsibility initiatives with organisations such as Vision Australia. We market financial brands contactus@thedubs.com | thedubs.com
  17. 17. ING Direct Digital Marketing Our relationship with the world’s largest online bank ING Direct started early in 2003 when we helped launch them into the United Kingdom and we’ve been their strategic web agency ever since. This account went international for us at the start of 2007 when ING Direct Australia selected us as their digital agency after a competitive pitch. The heart of our remit is to ensure ING Direct’s customers get the best experience online while from a marketing standpoint, our strategic brief tasks us with stitching digital into all available marketing and communications channels. As a snapshot at any point in time you’ll find us evolving ING Direct’s website customer experience, be crafting online advertising campaigns to promote new products, or extending other channels such as experiential and direct to include tactical microsites and email marketing to maximise their reach. We market financial brands contactus@thedubs.com | thedubs.com
  18. 18. ING Direct Digital Marketing The Dubs developed specific iPad advertising for the new Fairfax newspaper tablet application. The adverts were a first for ING Direct and Fairfax using custom HTML5 to deliver an engaging experience. As the dwell time on the Fairfax application was much higher than across web channels (averaging over 30 minutes per user) the adverts were crafted to deliver broader engagement than a traditional advert to maximise this captive audience. The adverts dynamically changed their content dependant on time and day to ensure that the messaging was both highly relevant and also provided new content to a returning user enabling the advert to remain in market for a longer period without needing to renew the creative. We market financial brands contactus@thedubs.com | thedubs.com
  19. 19. Colonial First State Web Development A full redevelopment of the global presence for Colonial First State’s Global Asset Management and First State Investments included discovery and audience research across UK, Hong Kong and Australian markets. Following a User Centric Design approach The Dubs developed the full Information Architecture, User Experience and Interface Designs. The Dubs also developed all the front end HTML templates to enable cross platform compatibility. In additon, the project included an ongoing technical advisory role supporting Colonial’s internal development teams in the UK and Australia, who built the platform using the Ektron content management system. We market financial brands contactus@thedubs.com | thedubs.com
  20. 20. AMP Capital Web Development AMP Capital commissioned us to create a global website presentation layer that could allow them to maintain a consistent branding and content display structure at a global level and then have this approach mirrored at a local website level. This approach has now been rolled out at a local level for Australia, New Zealand and Japan. We market financial brands contactus@thedubs.com | thedubs.com
  21. 21. Queensland Government Web Development In 2010 the Queensland Government and its investment banking advisers turned to us when they were undertaking the multibillion dollar privatisation of the State’s coal and freight rail haulage network – QR National. Developing an integrated approach with all the logistics and marketing providers meant we were best armed to provide the joint lead managers with clear advice when reporting into the various working streams we covered across advertising, marketing and logistics and online. Results: Delivered 6 million+ web pages to 650,000+ Australians. 240,000 online pre-registrations being 97% of the total. Online prospectus viewed 45,000+ times while 72,000 copies were downloaded. 15,000 people requested a hardcopy prospectus to be mailed out. 570,000+ emails were sent to potential investors to promote the offer. 40,000+ shareholders used the website to look up their shareholding once allocated. We market financial brands contactus@thedubs.com | thedubs.com
  22. 22. ING Direct Web Development Our relationship with the world’s largest online bank ING Direct started early in 2003 when we helped launch them into the United Kingdom and we’ve been their strategic web agency ever since. This account went international for us at the start of 2007 when ING Direct Australia selected us as their digital agency after a competitive pitch. The heart of our remit is to ensure ING Direct’s customers get the best experience online while from a marketing standpoint our strategic brief tasks us with stitching digital into all available marketing and communications channels. As a snapshot at any point in time you’ll find us evolving ING Direct’s website customer experience, be crafting online advertising campaigns to promote new products, or extending other channels such as experiential and direct to include tactical microsites and email marketing to maximise their reach. We market financial brands contactus@thedubs.com | thedubs.com
  23. 23. ING Direct Web Development We created an Apple accredited iPhone Home Loan application so people could access mortgage and loan information as they need it – for example, when they are actually on the go viewing homes. The application gives iPhone users the opportunity to find out how much they can afford to borrow by using a borrowing power calculator. Once they know their limits they can look at which suburbs they can afford to live in, as well as looking up the suburb on a map through a link to the GPS Google Maps tool. In addition, the mobile banking application offers customers the opportunity to login to online banking, access to current interest rates, secure login to accounts, full account summaries, and the ability to transfer money and pay vendors using BPay. We market financial brands contactus@thedubs.com | thedubs.com
  24. 24. ING Direct Web Development Working closely with ING Direct UK’s internal technical and customer experience teams, The Dubs developed the information architecture and interface designs for their new mobile banking experience. Key to the project was to develop a simple ‘mobile’ experience that allowed ING Direct the flexibility to manage and update its mobile application moving forwards. A web application was chosen over a native application to remain flexible, responsive and cross platform (iPhone, Android, etc) whilst still delivering a comparable experience. The Dubs worked with ING Direct to develop both the application and supporting material in the form of video demos utilised to explain the application functionality. These videos were then used across the main website and social media channels for customer education and support. We market financial brands contactus@thedubs.com | thedubs.com
  25. 25. Corporate Online, Investor Relations, Event Marketing We market financial brands contactus@thedubs.com | thedubs.com
  26. 26. EnergyAustralia Content Marketing The Dubs utilised the latest in technologies to deliver digitally lead corporate marketing materials for EnergyAustralia for its shareholders, investors and finance professionals. Traditionally annual reports, sustainability reviews, investor presentations and prospectuses have been designed as print documents. However, investor and finance professionals habits have likewise migrated online just as consumers have done. Therefore, we developed an interactive document for EnergyAustralia’a Sustainability Report designed for online and to move beyond print with the inclusion of high impact support materials such as interactive charts, video and social sharing. We market financial brands contactus@thedubs.com | thedubs.com
  27. 27. ACMA Social Media The Australian Communications and Media Authority (ACMA) is a statutory authority within the federal government portfolio of Broadband, Communications and the Digital Economy. After approaching The Dubs in 2011, we have created, developed and successfully delivered a series of digital assets for ACMA’s Cybersmart program. Cybersmart is a program designed to help children and whole families find out how to use the Internet safely. The digital assets shown to the right illustrate our work on the Cybersmart ‘Dream On’ Project that have been successfully rolled out to WCAG 2.0 AA standards. We market financial brands contactus@thedubs.com | thedubs.com
  28. 28. BHP Billiton Web Development Given BHP Billiton is the world’s largest miner and the offer for Rio Tinto was considered contentious on a number of levels, we were given the task of best representing BHP Billiton’s key messages digitally to distinct and important stakeholder groups including: · Rio Tinto shareholders · BHP Billiton shareholders · Government regulators · Media We also optimised the BHP Billiton’s web pages so they were best placed to be organically ranked by key search engines such as Google, Yahoo! and MSN. Outside the online execution task, our executive team provided ongoing advisory services to BHP Billiton’s deal team and its key advisers including its lead banks, legals and communications advisers. We market financial brands contactus@thedubs.com | thedubs.com
  29. 29. Archer Capital Web Development Australian private equity house Archer Capital approached us in 2005 when it was looking to rebrand its main corporate website and provide online reporting functionality. Along with rolling out Archer Capital’s re-designed corporate website (www.archercapital.com.au), we implemented our Iposoft® Fund Manager platform. Iposoft®’s Fund Manager facilitates Archer Capital to communicate key information to its investors. This highly secure application provides a central location for investors to view personalised information such as fund performance, calls, distributions, valuations and also includes automated email messaging to alert investors of relevant website updates. Archer Capital’s fund managers have complete administrative access over the system’s users, active investors and notices being distributed while keeping an audit trail of all system activity. We market financial brands contactus@thedubs.com | thedubs.com
  30. 30. FremantleMedia Web Development The Dubs have an eight-plus year long relationship with the FremantleMedia Group working to deliver its portfolio of broadcast entertainment formats to the wider cross-platform audience. Recently, however, we were tasked with developing the company’s corporate website for B2B audience engagement. Powered by The Dubs’ very own proprietary CMS platform, Isite®, The Dubs has delivered cost and time efficiencies in perpetuity for all website publishing activities. Additionally hosting and bandwidth is provided through The Dubs’ secure data centre. We market financial brands contactus@thedubs.com | thedubs.com
  31. 31. Press Association Web Development The Press Association is the UK’s leading multimedia news and information agency and was undergoing a complete corporate rebrand early in 2009. As part of the rebranding process we undertook an online requirements analysis across all Press Association’s divisions. Interviews and workshops were held with the various stakeholder groups and documented to define Press Association’s user audience needs moving forward. From these findings we prepared the requirements and functional spec documents, completed the information architecture for the website, developed the web page structural wireframes and crafted the creative interface of the web pages. We market financial brands contactus@thedubs.com | thedubs.com
  32. 32. Gunns Limited Web Development Gunns is one of the largest farmers of trees in Australia, currently growing the equivalent of 460 trees for every person in Tasmania on its plantation estate. We worked with Gunns to develop an open and honest visual identity to reflect their business and brand positioning. It was key to develop a visual identity that reflected their sustainable approach to forestry and avoided the clichéd images often seen. The identity reflected the full lifecycle from tree to wood to product, we also felt the identity needed to reflect their modern methods to differentiate them from other less reputable firms. The website design was then an extension of this ethos, the page design, colour palette and imagery showcase this approach and offer a framework for future cost effective extensions into their other brands. We market financial brands contactus@thedubs.com | thedubs.com
  33. 33. Contacts Australia United Kingdom Candice Rosenzweig Tristan Fawley Commercial Director 0412 971 394 candice.rosenzweig@thedubs.com Executive Creative Director 07789 502 615 tristan.fawley@thedubs.com Josh Frith Barnaby Hobbs Managing Director 0416 221 900 josh.frith@thedubs.com General Manager 07760 485 706 barnaby.hobbs@thedubs.com We market financial brands contactus@thedubs.com | thedubs.com

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