Ann: Profit Guidance, page-228

You are talking about a company that was the fall guy for the whole Royal Commission. You know, that pointless waste of money that resulted in nothing changing... yes, that.

It charged fees to the dead... heinous. Share price obliterated and never recovered. The ongoing target of every hit piece by the AFR.

The other banks facilitated money laundering and child sexual exploitation... meh. Also changed deceased customers... meh. Pretty much made AMP look like a saint... but nothing stuck. Why? because highly paid PR means everything.

Are you listening EML? Time to up the ante in the forward facing advertising blitz - with the wholesome families and making things better taglines.

It's all about the way you sell it. You can do anything you like, doesn't matter how bad it is, it won't stick if you employ the slick advertising campaign. The big four have shown this over and over again.

The emphasis on AMP seems off the mark. You are taking about a company that had to be the example of a failed Royal Commission. A supposed hard nosed judge who turned out to be a marshmallow.