Commonwealth Bank appoint new lead ad agency
Australia’s #1 Banking Brand Selects M&C Saatchi
17 February 2012, Sydney: Commonwealth Bank have today announced the appointment of its new lead advertising agency, M&C Saatchi Sydney.
The nearly three month global agency review process was comprised of two stages; credentials and capability followed by a response to brief based on a large scale research project. The agencies involved in stage two were incumbent Goodby Silverstein & Partners, DDB and M&C Saatchi.
Chief Marketing and Online Officer, Andy Lark, explains further: “Throughout the process we saw outstanding strategic and creative thinking, delivered by what is clearly world-class talent, making this an extraordinarily tough decision. We are excited about working with Australian company, M&C Saatchi, as our new lead agency, subject to final contract negotiation, on what will be one of the major brand campaigns of 2012 and beyond.
“I want to thank the teams at both Goodby and DDB for the outstanding thinking they brought to the table, their professionalism and passion for Australia’s leading Bank brand.
“Goodby Silverstein & Partners won the Commonwealth Bank business over four years ago and have lead the Bank’s core creative work during a time in which Commonwealth Bank ascended to the #1 banking brand in Australia. Jeff and the team had established themselves as friends and valued partners to the Bank. Their impact will be felt well into the future.”
“We will continue to refine our agency roster, possibly adding one or more of the agencies we worked with through the process for direct, product and segment-level work” said Andy.
Ikon Communications will continue to be the Bank’s media agency. Consulting firm Trinity P3 worked with Commonwealth Bank on the agency benchmarking process.
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