13 January 2026
There’s no better way to kick off the year than celebrating a new brand work going live. Our client Teachers Mutual Bank has just launched its new campaign by VML based on the brand strategy and identity developed by PUSH in the course of 2025.
As Anita Ayres, head of marketing at Teachers Mutual Bank Limited, explains in her media release: “The brand campaign responds to a clear strategic imperative - strengthening brand awareness and ensuring Teachers Mutual Bank remains relevant to the next generation of educators, while staying true to the purpose that has defined the bank for decades.”
Indeed, the market research, brand strategy and creative work by PUSH has been driven by a two-fold goal: re-igniting the brand’s relevance in the eyes of the bank’s loyal members while appealing to a new generation of younger teachers – for many of whom mutual banks and credit unions often lack salience.
Our strategy has helped reframe the role that a bank owned by its own members and specialised in a specific profession can play in people’s lives. The underlying fairness and values alignment translate into practical everyday advantages for the customers.
Teachers Mutual Bank is the largest brand within the Teachers Mutual Bank Ltd’s portfolio which also includes brands dedicated to health professionals and firefighters. The brand refresh comes in a milestone year for the bank as it celebrates its 60th anniversary and prepares for a proposed merger with Australian Mutual Bank to further strengthen its position as one of Australia’s leading mutual banks.
