The new campaign, which comprises a TVC, a print campaign and digital, is part of a broader repositioning project aimed at re-invigorating the Old Mutual brand while building relevance within its markets across Africa.

"We were tasked with presenting the repositioned Old Mutual brand as a dynamic, vibrant, action-orientated African brand demonstrating the fact that they understand the world of their customers and that they have relevant solutions to help them get to where they want to be," says Jonathan Beggs, executive creative director for the campaign.

Beggs adds, "We found that many people across our continent are intimidated by financial services and simply don’t know where to start. People also have a tendency to procrastinate and pay more attention to immediate rather than long-term needs."


"The idea behind the campaign is about embracing ‘the power of now’ and bringing to life the potential and possibilities that come with acting on the moment," he says.

"This we turned into a motivational rallying cry with, ‘The Time is Now’ – leading the campaign and setting the tone for the through-the-line and digital work," Beggs adds.

"We needed a proposition that was both simple and motivational," says Beggs. "It is for this reason that the campaign focuses on the importance of taking action; it makes progress seem achievable – and makes ‘now’ the pivotal moment to make a difference."

"This tone gives the Old Mutual brand a pulse and positivity that is firmly aligned to the African zeitgeist and a progressive build on Old Mutual’s customer-centric approach," he adds. "Combined with the broader campaign, it sees Old Mutual becoming more personal, supportive and committed."

Vuyo Lee, chief marketing officer of Old Mutual, says, "The new brand repositioning is much more than a brand refresh, it’s about realising the potential of our customers and markets we serve."

She adds, "We firmly believe that the secret to getting ahead is starting with the small steps. Wherever you’re at, being exceptional starts right now. There’s so much power in flinging procrastination aside and taking immediate charge of your finances to build a great life."

"The campaign includes vibrant footage, bold people and the diversity of Africa from 11 of the African regions who deliver the Old Mutual message," Beggs concludes.

For more information, visit www.oldmutual.co.za. You can also follow Old Mutual on Facebook or on Twitter.