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Principals Reveal New Campaign for Hobson Wealth Partners

Principals reveal Navigator brand campaign for Hobson Wealth Partners

AUCKLAND, 19 JULY 2017: New Zealand’s leading private wealth advisory firm, Hobson Wealth Partners, has launched its first campaign since rebranding from Macquarie Private Wealth NZ in late 2016.

Created by Auckland-based brand agency Principals, the campaign features gold medal winning Olympian Mahé Drysdale and Hobson Wealth managing director Warren Couillault. Supported by PR, the campaign and pure brand above-the-line advertising will appear across print, out-of-home and digital from July 17.

Principals has been working with Hobson Wealth Partners since August 2016 and led the rebrand conceiving the new name and logo. From Macquarie, an early Governor of NSW, to Hobson, the first Governor of New Zealand, the name comes from similar territory as it draws on nautical cues lending a sense of stewardship to the brand.

The campaign aims to raise awareness of the new brand among blue chip, well-educated high-income professionals and families with a call-to-action for potential clients to contact a specialist adviser from Hobson Wealth Partners for bespoke advice.

Jodine Bell, creative director for Principals, said: “We love working with Hobson Wealth Partners as we’re every bit as invested in achieving great results as they are. Hobson is all about personally invested relationships and Mahé and Warren are the perfect example to demonstrate that.”

Warren Couillault from Hobson Wealth Partners said: “We’re excited to launch our new brand with a campaign that’s surprising and unexpected in the context of the sector. Hobson Wealth Partners is all about helping people get where they are going and through their work on the rebrand and this campaign, Principals is helping us to do the same.”

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About Principals

Principals is an independent brand strategy and identity company with offices in Auckland, Sydney and Melbourne.

We tackle the big branding issues of our times and create brands that are distinctive, genuine, desired and socially engaged. We define, design and deliver compelling brand experiences and help clients embrace change through brand strategy, identity, voice, and staff and customer engagement programs. We inspire our clients to achieve brand leadership and we’ll see it through – from ideas to action.

We have been recognised regularly for the last eight years with awards at the international REBRAND™ Awards. We are now the most awarded agency in Asia Pacific.

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