CommBank appoints Howatson+Co as creative partner, ending 14-year M+C Saatchi tenure

Commonwealth Bank has appointed Howatson+Company as its new external creative agency partner following a competitive pitch process, bringing to a close its long-standing 14-year relationship with incumbent agency M+C Saatchi.

The appointment reflects CommBank’s continued focus on evolving how it connects with customers in a rapidly changing technology and media landscape, while building on the success and legacy of the bank’s long running ‘Can’ brand platform.

Howatson+Company will work alongside CommBank’s in-house agency team to lead brand strategy and creative direction, while partnering closely with the bank’s marketing teams on campaigns across the business.

M+C Saatchi won the account in 2012 from San Francisco-based agency Goodby, Silverstein & Partners, which had held the business since 2007.

Jo Boundy, CommBank CMO, said customer expectations are changing rapidly, requiring brands to evolve how they create more connected, relevant and effective communications and experiences: “CommBank has a strong legacy of creativity and brand leadership, and we’re focused on continuing to advance how we show up for our customers across every interaction and channel.

“As technology and customer behaviours continue to change, we’re building a modern creative model that combines strategic thinking, creativity, speed and innovation to support our future ambitions.

“Howatson+Company demonstrated strong alignment to where we’re headed as a brand, including future ready capabilities, a collaborative partnership approach and a clear vision for modern creativity at scale.”

CommBank also acknowledged the contribution of M+C Saatchi, following a long term and valued partnership spanning 14 years.

Says Boundy: “We thank M+C Saatchi for their longstanding partnership and the significant contribution they have made to the CommBank brand over many years.

“The partnership has been deeply valued and has helped shape some of the most recognised and effective brand work in the category, including ‘Can’ – one of Australia’s strongest brand platforms.”

Says Dani Bassil, CEO of M+C Saatchi: “CBA has played an incredibly important role in M+C’s story over the past 14 years. Together through CAN, we’ve created impactful work, navigated change and built a relationship grounded in trust, ambition and shared values. We’re deeply grateful to the many teams and people at CBA who have partnered with us over that time, and incredibly proud of everything we’ve achieved together. We wish them every success in the future.”

Chris Howatson, CEO of Howatson+Company, said the agency was proud to partner with one of Australia’s most recognised brands: “CommBank is one of the country’s most iconic and ambitious brands, with a strong commitment to creativity, innovation and customer experience.

“We’re thrilled to partner with the team to help shape the next chapter of the brand and deliver work that connects meaningfully with customers.”

The new partnership with Howatson+Company will commence in the first half of FY27.

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