Shock for Droga5 as founding client ASB makes switch to Saatchi & Saatchi New Zealand

ASB has dropped Droga5 and appointed Saatchi & Saatchi as its advertising agency, effective 1 July 2012.

Roger Beaumont, ASB’s Executive General Manager, Marketing & Online confirmed that the Bank had opted for a change of direction with a new agency after two years with incumbent Droga5.

“ASB has grown significantly in terms of market share and size and we are very excited to be entering a new direction in the evolution of our brand. We feel that Saatchi & Saatchi strongly delivers the right mix of scale, creativity, strategic insights and leadership that will help us achieve our ambitious goals.”

Says Nicky Bell (left), CEO of Saatchi & Saatchi New Zealand: “Naturally we are thrilled with the news. ASB is an incredibly strong and innovative brand. We can’t wait to get started with their team.  And this is a tremendous validation for the whole team who have worked hard over the last couple of years to get us back to the true spirit of the Saatchi & Saatchi brand.”

Beaumont acknowledged the hard work, commitment and dedication of Droga5: “Our current campaign ‘Experience ASB’ has been a particular highlight of the positive relationship we’ve enjoyed and the team at Droga5 have been very effective in delivering this to market.”

Says Andrew Stone, Droga5’s Business Director and the former CEO of Saatchi’s New Zealand: “We have loved our relationship with ASB.  We’re proud of what we have done together and they’ve given us a great start in this market. We recognise the changes at ASB and wish them well.”