The brand will operate across Australia, with plans to expand through New Zealand and into key Asian markets. Town Square presented the solution to a challenging brand development brief which had alluded existing consultancy partners, prompting Armaguard to approach Town Square to step into the breach.

The Armaguard Group, a Linfox company, is Australia’s market leader in cash logistics, providing secure currency management solutions to Australian businesses since 1938.

Town Square partner Harry Corsham said: “We are delighted to be working with Armaguard on this critical assignment. This project represents a key strategic initiative for Armaguard and will set the agenda for cash services in years to come. The opportunity to create a new brand from scratch is always a great responsibility to be given. We are honoured that Armaguard has placed its trust in us to deliver this new brand and to help bring a major new offering to market across Australia and then beyond. This assignment is moving at pace and we look forward to forthcoming announcements later in the year.”

Eva Donaldson, Marketing & Communications Manager at Armaguard Group said “This new ATM service initiative enhances our ability to support financial service providers and creates the potential to drive long-term growth for the Armaguard Group. I know from past experience Town Square’s ability to find powerful consumer insights and deliver category leading creative solutions to help drive business success. The solution that Town Square has created has got the whole team really excited”.

Town Square has already started work on the project which will be launched later this year.