ME Bank has appointed IPG Mediabrands agency Initiative as its media agency, following a competitive review for the account.
The bank, which is 100% owned by Australia's largest industry superannuation funds, was on the lookout for an agency which could beef up its digital channel to help communicate with its customers, while also focusing on customer acquisition.
However, while the pitch led by Initiative Melbourne, it had help from fellow IPG agency Anomaly on the review.
"We were impressed with Initiative’s capabilities in these areas as well as their understanding of the changing communication and media landscape. We are looking forward to working with the agency in this new partnership,” ME Bank chief marketing officer Rebecca James said.
For Initiative, the win is a chance to work with a brand which is focusing on its digital channel and to demonstrate to other potential clients that it can do that sort of work.
“This is a fantastic win for Initiative and in particular the Melbourne team," Initiative CEO Lee Leggett said.
ME Bank is focusing on the digital channel with a true challenger approach to the market. We demonstrated we had the right experience, people and skills to help grow their business and their brand.”
More to come
More more news:
Bingwa appointed to IPG amid iiNet pitch
Kia links tennis campaign to wearables
MediaCom alum heads to Initiative
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at jamesmcgrath@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.