Australia and New Zealand Bank launched the second installment in its global advertising campaign, featuring Patrick Jane, the protagonist from US TV show The Mentalist.

The ads are designed to support ANZ’s super regional strategy,  and comes as the latest development in its new global brand launched in 2009, said the firm in a statement. In March, Whybin TBWA won the bank's advertising business from M&C Saatchi and DDB.

Joyce Phillips, the newly-appointed chief executive of global wealth & private banking at ANZ, who also has responsibility for group marketing said: “We wanted to build on the tremendous success of the first campaign by again engaging Patrick Jane to help us show our customers how we can help make it easier to get ahead in life.”

“The first campaign helped us build our profile in our key markets through Asia-Pacific, scoring in the top ten per cent of all ads tracked for recognition and branding. Patrick Jane personifies ANZ’s brand personality and helps us show how we will use insights and practical solutions to help our customers progress,” Phillips said.

The advertising campaign launched last week and will run over the next 18 months, supported by "a significant media spend".