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.
10 Comments
Whybin TBWA are on fire !!!
11.58 get back to work (at whybins)
well i’m guessing that DDB’s purchase of steve crawford and david brown from M&C to win the entire ANZ account has spectacularly backfired. might also think that was the beginning of the end of rubbas tenure there.
TBWA prepare for the pain that is ANZ…your lives will never be the same.
Congratulations Whybin\TWBA.
Look forward to seeing your work.
How did DDB manage that? Bought in M&C people and as challenger were talking up favoritism……and on Top of Coles and missing KMart (were ‘winners’ there as well). Surely questions must be asked…
Well done to Whybin though…
DDB had this basically in the bag and totally, stupidly blew it. The hirings of of the ex M&C MD and CD backfired big time and really showed a total lack of imagination at the Melbourne office. The recent work was hardly the Falcon campaign of old and the only creatives left who could do a half decent ANZ ad were based in the Auckland office. It seems the actions of the management at DDB Melbourne robbed their network of the ANZ brand. Who and what else was to blame?
TBWA on the other hand, went about things quietly and cleverly. Their creative department is just so experienced and so is Scott with banks.
It was never going to be easy for them but they just knuckled down to the job, as they do in big pitches, and produced the ideas that obviously blew ANZ away.
Massive win, tremendous coup. Congratulations TBWA you deserved it.
Everyone keeps talking about the falcon campaign. Hardly a classic I think. Just a bit of ham fisted tactical.
I know it’s roughly about credit card security, but beyond that I have no clue what a falcon does that other banks don’t.
Does this mean that god awful “we live in your world” line has been ditched?
Will be interesting to see whether Whybins have won this with some brilliant thinking or by a willingness to bend over that bit further than DDB.
Spectacular fuckup by DDB management: just one more to add to the many, many they’ve perpetrated over the course of the last 18 months. 5 managing directors, absolutely no idea. Unforgiveable miss on the world stage. I’m sure it’s been noted.