ANZ accelerates global brand development – appoints Whybin\TBWA as global creative agency
ANZ today announced it would accelerate the development of its global brand and establish a new direction in its approach to advertising with the appointment of Whybin\TBWA, part of the global TBWA Group, as its new global creative agency.
Whybin TBWA has been appointed after a four month competitive review and won after a shoot-out with DDB. The agency will be responsible for developing and executing ANZ’s global advertising creative from hubs in Melbourne and Auckland, and from the Whybin hub in Asia.
Says ANZ group managing director strategy, M&A, marketing and innovation, Joyce Phillips: “Whybin TBWA’s successful track record in building high value global brands across multiple geographies will support us in accelerating the development of ANZ from multi-domestic brand to a regional icon as part of the bank’s super regional strategy.
“Whybin TBWA demonstrated they are the right agency to take us forward by presenting an outstanding master brand to product concept that integrates our core positioning. Their
global organisation model will also allow us to effectively deliver a consistent and highquality approach for our brand across all of our markets,” said Ms Phillips.
M&C Saatchi and DDB also participated in the competitive review and Ms Phillips acknowledged the professionalism of both agencies that have each had long partnerships with ANZ: “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 are continuing to support our OnePath wealth brand and DDB will continue to support our Rugby World Cup 2011 sponsorship in New Zealand,” said Phillips.
25 Comments
Let’s face it.
This comes as no surprise in NZ.
The word has been out for months that DDB were struggling with banking and ANZ.
Back to selling burgers and lotto tickets.
There goes Sandy’s dream.
ANZ “accelerates global brand development”.
And I just fap-fap-fapped all over my keyboard.
Another decision made is Oz that nails a NZ agency. They’ve probably done the best bank work of recent years, but that won’t count across the ditch.
Good on TBWA. They should never have lost ASB. Now they will be able to take it to them. Mowday. Yesterday?
Sorry DDB. I thought you did a good job.
NBR gets it 100% wrong again. Just as they write that ASB may go back to TBWA this news comes out. They really have no idea what is going on.
**Cough***
A good job????
Of course. That’s why the business went to another agency. Because they were doing a ‘good job’. **Cough.**
6.16,
get off your anti-DDB wankjob.
Clearly its an Aussie decision. I bet my left nut the ANZ New Zealand clowns want no part of TBWA.
Its a regional decision, and little old NZ has no say in what goes on. Just getted remmed in the arse by Aussie, China and the rest of Asia.
Might make Mowday drink abit more thou eh?
David Ogilvy said the consumer isn’t a moron, she’s your wife. DDB made my wife’s favorite TVC in a long time for ANZ. I hope they don’t return to advertising to morons now.
Someone on here really has it in for nbr lately. Hazel must of pissed someone off big time. lol
ANZ has become the invisible bank brand. They had to do something.
Cool, no more creepy voiced ‘go through the positive to get to the negative’ one trick pony technique ads from DDB.
Oh shit, was I a bit too honest there?
How’s Lotto? Still threatening to throw the account up for pitch?
8:20 Agreed. Wholeheartedly.
Bummer. I liked the ANZ ads.
NZ does not call the shots anymore. They are just an outpost now and the local pawns who’ll just have to implement what they are told.
7.36. The NZ ads for ANZ were crap.
And WTF did they need a pommy voice over for?
ANZ is for Australia and New Zealand.
Was it the meerkat? It was the meerkat.
DDB deserve to lose the account as they have done nothing for the brand. Meerkats WTF? ANZ deserve TBWA because they are a bad client who don’t value their agency or their work. TBWA need the cash more than they need good clients. All in all, a fair day in ad land.
For those of you who wank on about this being an Aussie decision, try parking your sour grapes and read the story:
“M&C Saatchi and DDB also participated in the competitive review and Ms Phillips acknowledged the professionalism of both agencies that have each had long partnerships with ANZ.”
In short, they weren’t good enough on the day. They lost the pitch and TBWA won.
L. O. S. T.
Lost.
So stop making excuses for an agency that did a crap job for ANZ in for the year they had it in NZ and try and congratuate the one who won it.
1:50pm – you’re missing the point. It’s totally about Aussie driving the bus now irrespective of who got the work.
TBWA NZ (Like DDB NZ had they been successful) will just get the scraps and they’ll be lucky if they get to resize a few ads and whack out the odd banner or branch poster.
Good on them if they get more out of it but overall a bad day for any NZ agency. Sure, good for the network but we all know Aus revenue doesn’t help your NZ P&L.
Good ads yes, but a terrible creative idea behind them. We live in your shit world… hardly aspirational is it?
2.04. I think YOU’RE missing the point.
Try telling Waldo it’s a bad day for NZ agencies.
He and his NZ agency would laugh you out of the room.
You’re also giving DDB too much credit for having some morals and good work in this. Now there’s an agency that bends over and takes it from a client more than any other if there’s a dollar to be made.
Good luck TBWA NZ. Hopefully you get something out of this.
Shutting down the National Bank is a shit sandwich of a brief which no doubt will be worked on soon if its not already in play
‘We live in your world’ was a regional strategy that DDB did not come up with. They retrofitted ideas to it, some of them ok, others not so. All things considered they did a pro job for a difficult client with an army of risk averse lawyers who invariably had the final say. Whether they lost the account fair and square to a better idea will no doubt be revealed.