ANZ confirms TBWA appointment

By AdNews | 17 March 2011
 

ANZ has today confirmed the appointment of Whybin TBWA to its global ad account with a remit to establish a new creative direction, following the dumping of M&C Saatchi.

AdNews first reported Whybin TBWA as the frontrunner last week.

Whybin TBWA emerged victorious after a four-month competitive review, beating off ?incumbents DDB and M&C Saatchi, and will manage the bank's global advertising from its Melbourne and Auckland offices, and offices in Asia.

The agency will help ANZ in its bid to grow its presence in Asia by developing a single brand positioning for all markets. ANZ chief executive Mike Smith embarked on a plan to turn ANZ into a “super regional bank” in 2007.

Joyce Phillips, ANZ group managing director of strategy, M&A, marketing & innovation, who managed the advertising review, said TBWA presented “an outstanding brand-to-product concept” integrating the bank's core positioning.

Phillips thanked M&C Saatchi and DDB for their professionalism, saying: “Both M&C Saatchi and DDB have been valued partners for many years and they are each responsible for several successful campaigns.”

M&C Saatchi will continue to work on the bank's OnePath wealth brand and DDB will manage ANZ's Rugby World Cup 2011 sponsorship in New Zealand.

ANZ was the 25th biggest spending advertiser in 2010, according to Nielsen, with an estimated main media spend of $55.6 million.

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