Time for a Change

When is the right moment to rethink your bank? Now, says Bank Gutmann’s new campaign. Under the evolved claim “Time for a Change”, the existing communication platform “Time for a Good Private Bank” gains an added sense of urgency – aimed at people who no longer want to settle for the status quo when it comes to managing their wealth.

Together with Demner, Merlicek & Bergmann / DMB., the campaign’s visual identity was carefully refined. While staying within the existing corporate identity, the look and feel was refreshed with updated colours, while the well-established, confident headline mechanic remains at the core of the campaign – now enhanced with playful typographic interventions that make the messages even more distinctive.

To maximise visibility, the campaign, planned by Media1, strongly focuses on high-profile out-of-home placements. For the first time, Bank Gutmann will maintain a year-round presence with two premium advertising spaces at Vienna International Airport: one located in the departure area after security control, and another in the arrivals area near baggage claim. In addition, two large-scale placements at Vienna’s Hotel Bristol further strengthen the brand’s visibility in the city centre. Online measures extend the campaign messaging into digital channels.

Katharina Ladstätter, Brand Management at Bank Gutmann: “For us, private banking is above all about trust, continuity, and personal guidance across generations. With this campaign, we want to reach people who consciously engage with the future of their wealth.”

Marcello Demner, Managing Director at DMB.: “A good private bank is defined by its ability to think long term – including in its communication. By evolving the campaign, we are giving a strong idea new energy while reminding people that sometimes, it’s simply time for a change.”