Metropolitan’s new campaign puts what matters to clients at its core.

The front view of the Metropolitan head office in Parc du Cap.

Metropolitan’s new campaign puts what matters to clients at its core.

We recently launched a new brand campaign, built around the promise of ‘What matters to you, matters to us’.

This campaign is a bold return to our roots – a social pact with our customers, both current and future, as well as our employees and shareholders. In the words of Llewellyn Allen, Head of Marketing for Metropolitan, “In a sometimes chaotic world driven by mass production and anonymity, we believe that people want to be seen for their everyday personal pursuits to better life for themselves and their families. But as with anything in life, two pairs of hands are always better than one”. We couldn’t agree more.

ur new campaign shows that we are by our clients’ side, walking their life’s journey with them and helping them plan for and achieve the financial goals that really matter to them by providing personalised financial products and advice.

The campaign came about following a strategic review of the business in November last year in which Metropolitan asked itself whether it had positioned the brand in a way that sets it up for success. We decided to return to the core of our existence: Our client’s needs are just as important to us, let’s work together to make our clients’ goals happen because “together we can”. With this new campaign, we want to reintroduce Metropolitan to the market and get our clients optimistic about their future and the role that we play in their financial life goals.”

The campaign also forms part of a broader strategy by parent company MMI Holdings to increase earnings and set the business up to achieve sustainable, profitable growth within three years. “A critical part of meeting this objective has been the revitalisation of our client-facing brands. As a group, we have re-energised our purpose of financial wellness to spell out exactly what we do, which is to enable businesses and people from all walks of life to achieve their financial goals and life aspirations,” shares Nontokozo Madonsela, Group CMO at MMI Holdings.

More than just a marketing campaign, Metropolitan actualises its promise with personalised solutions that take care of clients from birth to death – from providing their children with a quality education and being able to have financial security if they become disabled, to having enough money to live on when they retire and being able to have their final farewell the way they want. All of the things that matter to our clients.

You can view the campaign’s television commercial here.

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