The Right by you brand platform is now in its 7th year – running on TV, outdoor and social media.

It launched at a crucial moment following the Banking Royal Commission, which heavily scrutinized the profits-over-people mindset of Australia's big four banks. By leaning into both physical proximity and community initiatives, IMB Bank successfully stood out from its corporate competitors.

By 2026, IMB posted loan approvals of $2.4 billion, representing a 13.7% year-on-year increase and marking the highest lending result in the bank's 145-year history.

 

Creative: Oliver Devaris, Graham Johnson.

Working directly with IMB Bank and their in-house marketing team.

IMB Marketing: Stephen Pender/Michael Brannon.