I feel absolutely terrible that I have to write this. I am a huge fan of BSP and what they have been doing lately and just as I was going on about how I loved their new look I was advised by a friend who came across this same look from the YWCA in Canberra.
I don’t know, but I feel really embarrassed about this. Who was the agency responsible for this ad campaign? How can a leading bank in the South Pacific be using an unoriginal, generic look? Whoever they paid for this job should be sued big time!!
So this is the web page of the YWCA:
what it is, is a downloadable pdf from YWCA, which you can see here:
And this is the new BSP campaign:
Please Note That This Post is Not About Plagiarism. It is about An Agency contracted by BSP who failed to use an appropriate campaign to reflect what BSP is and should be about. Using a K4 template for a PNG icon is not money well spent and does not do justice to the image of BSP and its PNG stakeholders.
Post Courier: BSP defends new advert campaign
Bank South Pacific (BSP) has denied claims that its new marketing campaign is a direct copy of an Australian media campaign.
It has been alleged that BSP, Papua New Guinea’s largest commercial bank, had copied the advertising campaign used by the Young Women’s Christian Organisation (YWCA) branch in Canberra, Australia.
However, BSP chief executive Ian Clyne told the Post Courier yesterday that the bank had followed industry norms and did not breach any Australian copyright laws.
“BSP needed to chnage its image from a conservative, serious perhaps slightly unfriendly bank to a young, bright, modern, trying hard to improve, definately going places,” he said.
Mr. Clyne said that the new advertising campaign graphics were bought from a media library in Ausralia, which contained millions of images that advertising and media companies bought and adapted to suit their communications objectives.
“YWCA and BSP obviously purchased the same image and adapted to suit their individual purposes. YWCA does not own the image,” he said.
“BSP has followed industry norms and did not breach any Australian copyright laws. The critisims are therefore based on uninformed speculation.”
Mr. Clyne said the arguement that BSP did not use local creative talent was not correct because the new SMS Banking ads were all local talent, as were several other new ad campaigns yet to be launched.
“I would stress that our advertising agency highlighted that many images and sounds in advertising and promotion by other organisations in PNG are often not copyright compliant,” he said.
“It seems quite strange that BSP has been identified for copying when we have done everything in accordance with legal requirements (as you would expect from a publically listed bank), and other less professional advertisments are accepted without question.”
Mr. Clyne added that the songs that BSP used with the “life/business/careers/dreams” promotion were all original and not re-engineered from another source.
“BSP has an advertising/promotion strategy for 2009 in which we will regularly promote BSP ‘your bank’ brand and these new products and services on an ongoing regular basis”, he said.
“The re-painting of our head office in the new corporate bright green has in our view really truly highlighted the artistry of the story boards that form part of our building. It has brought out the unique quality of PNG talent. We have also made the building a worth seeing landmark reflecting the brightness and youthfulness of PNG.
“The new BSP logo is also an indication of the “new” BSP efforts to improve every facet of our business over the coming years.
“BSP has started rolling our new ATM “surrounds” that are uniquley PNG in design. They more than compare with those of our banking competitors in terms of design and visual impact. Again these were graphically designed with significant input from BSP’s own local design team.
“For the first time in many years a major PNG owned company has launched a major branding campaign aimed at improving the corporate image, improving product and service quality, and increasing our profile and role in terms of community and social responsibility. All done with significantly improved professionalism, and cordination.
“BSP in my view should be complimented on its creativity and effort because we are seriously committed to trying to improve.”