MKP / Covid Secure
MKP are a finance and insurance brokerage firm based in Australia. With over four decades of multi-indusry experience and a nationwide presence, MKP have funded over $5 billion in asset and commercial finance.
During the coronavirus pandemic, MKP engaged me to craft a creative concept and copy strategy focused on the firm’s ability to help their clients navigate the long-term challenges of the Covid Economy.
I developed the tagline “More than Covid Safe, Covid Secure” which not only played on the famous idiom “safe and secure,” but also on the failures of the COVIDSafe app, a contact tracing app released by the Australian government during the pandemic.
The app promised to help Australian businesses avoid lockdown measures by limiting the spread of the disease, but was unfortunately fraught with problems during its real world application.
My role included concept and copy strategies for print, digital and on-location advertising assets, as well as email and digital marketing.
During Covid, MKP experienced back-to-back years of record earnings and profits.